Live Client project with Dawson Denim
This live client brief involved working with Dawson Denim to create an editorial concept and promotional strategy for their new Made in Japan Sevedge denim collection. Our goal was to engage their existing customer base while also appealing to a younger, more style conscious consumer base.
The concept, Unchanging Permanence, reflects the enduring quality of selvedge denim, how it moves with you through life while remaining timeless. The final outcome included a lookbook zine displaying our editorial images and a promotional strategy featuring moving image, flat lays, and out of home advertisement ideas.
Outcomes
Our final outcome was a printed editorial zine, accompanied by mock-ups for wild postings, sticker campaigns, and moving image content.
Social ideas included Reels of street interviews and community based storytelling honouring personal denim journeys, appealing to both denimheads and first time buyers.
We developed a narrative that played with movement and stillness, using slow shutter photography and busy locations to create intentional blur, reiterate the message of time moving around you but the denim stays timeless.
Styling focused on second hand clothing and workwear, honouring Dawson’s heritage while catering to current trends. The model wore his own carpenter boots for authenticity, aligning with Dawson’s values of craft, quality, and storytelling.
Extended Visuals
