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The New Explorer

BRIXTON







THE NEW EXPLORER

A fresh take on Brixton’s ethos of “Inspired by the Past / Built for the Present” brought to life for the Spring / Summer Brand Campaign.

Strategy
Creative Direction
Art Direction
Design

CHALLENGE

Fresh out of a newly imagined brand re-positioning “Done Proper”, Brixton needed to bring this value system to life. The direction was clear, it needs to be bright and optimistic, capture the vintage influence, and most importantly confidently play in the same space as other premium brands.


APPROACH

Brixton’s product team finds inspiration from a wide range of sources, but all with a clear point of view. Taking the design teams’s seasonal theme of “The New Explorer” as the jumping off point, we imagined an array of different situations the product line was designed for: The city, the ranch, the roadtrip, the hotel, camping, or anywhere else you can spend your days with your friends and neighbors.

In the setting of a studio we found that premium feel while giving the people and product its place in the spotlight without losing a sense of story and excitement. Here we let the story unfold, character by character, week by week, strategically as the product capsules are released throughout spring and summer.

Welcome to the whimsical world of The New Explorer.


















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SOCIAL ROLLOUT

Our  story builds week by week as we introduce new characters and situations through short video pieces. With these pieces we highlight new products through our individual characters and show the various usage occasions while also encourging people to get out and explore.

 





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FULFILLING ALL THE MARKETS NEEDS

Brixton has a vast product line and multiple channels of distribution. This required a thoughtful approach to how we fulfill the various needs in strategic manner. This means creating deep storytelling pieces around key products and creating support assets around the remaining product line while pulling the same creative thread throughout all touch points. This gave wholesales accounts the same fire power and the internal DTC efforts and ensuring all channels had what they needed to succeed.



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A Little Help From a Friend


CREDITS
Creative Partner / Branding Develoment - Basic Agency / Matt Kipper
Campaign Photography - Jake Jones
Additional Photography - Jack Belli
Additional Photography - Steven Treboux (Sports Club)  
Motion/Camera Opp - Josh Nardo (Tasty Heavy)





Brixton Holiday ‘22 Campaign

BRIXTON







The Holiday Gentleman & Hooligan / Lady Rebel

Strategy
Creative Direction
Art Direction
Design

CHALLENGE

The holiday season is Brixton’s largest season for DTC sales with 70% annual sales coming in a short 2 month window. This means they have to capture the attention of the consumer has to be fast and in the right way. This season we challenged ourselves to bring the seasonal design theme to life in a meaningful way while creating enough stories and assets to cover all the needs for the long and grueling holiday selling season.


APPROACH

Brixton has a history of partnering with creative and talented people that align with the creative and aesthetic foundations of the company; A vintage inspired aesthetic Done Proper. This season we partnered with genre-bending musician Samm Henshaw and classically trained actress / model Bar Maldonado and met them at their home base in London. Here we expose their personal style and highlight their various talents all set in the everyday textures of suburban England.









CAMPAIGN LAUNCH

With any launch of a new product it is critical to make the biggest splash possible right from the start. We made our big splash focusing our hero video piece and getting as many eyes on it with multiple broad reach and surf endemic media placements pointing them to our site full of fun and educational content.










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SUSTAINING THE SHOPPING SEASON


Brixton has a vast product line and multiple channels of distribution and specifically with a Holiday season. This means we typically begins as a standard season but then pivots into specific channel shopping and promotional messaging required a thoughtful approach to how we fulfill the various needs in strategic manner. Creating deep well of varying assets around key products and promotion strategy was key to the season’s success.



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ROLL - Creative Direction, Campaign Development, Art Direction

CREDITS
Campaing Photography - Curtis Jehsta
Motion/Camera Opp - Sam Friend
Styling - Ashley Holthaus
Studio Photography - Jack Belli
Studio Photography - Steven Treboux (Sports Club)  

THE FLANNEL FOR ALL

BRIXTON









The Bowery: The Flannel For All

It’s as simple as it’s stated. The Bowery Flannel is a timless piece that is wearable for all. See for your self. 

Strategy
Creative Direction
Art Direction
Design

CHALLENGE

The Bowery Flannel is a cornerstone product for Brixton. Besides headwear, flannel is what Brixton is known for. What is not known is the amount different fits, materials, patterns, and extended sizes available. Brixton truly provides Flannel For All.



APPROACH

Brixton has strong roots in Southern California, specifically Oceanside, CA. This small coastal town is a tight-knit blue collar community built around skilled craftsmen, artists, musicians, surfers & skateboarders which has always been the major influence on Brixton’s identity. For the Bowery Flannel campaign we gathered 25 friends of the brand to hangout for an afternoon and have their photo taken. What came of it was portrait of Oceanside and the many walks of life that reside there. And oh yeah, a great illustration of how the Bowery Flannel is worn by all walks of life and is truly a garment for all.











LAUNCH


Informal but refined; three words that perfectly describe Brixton which became our approach for the campaign launch. Leading with BTS video footage of the photo shoot, we edited together a collection of moving portraits of people as they are. This showed the viewer how different people are in a community with their own unique personal style and body type while also giving the feeling of a true representation of life. No filters. No fancy editing. Just a honest representation of a community, it’s people, and how different we are without being to precious about it.

 





SUSTAINING THE CAMPAIGN

To continue the story of a single flannel wearable by all, we moved from the story of all to a story of specifics. Through print advertising, social media, email marketing, and digital ads we focused on individual people by showing their unique personality through a series of portraits while also featuring the specific Bowery they are wearing with product photos and details. This gave Brixton the opportunity to continue to celebrate where they came from and what they proudly make.





A Little Help From a Friend


CREDITS
Campaign Photography - Steven Treboux (Sports Club)
Graphic Design Support - Jacob Coppes
Much Love to the Friends & Families from Oceanside



Caribbean Colors

REEF - SP18 CATALOG









From the pristine beaches of Saint John to the bustling city streets Saint Thomas, the Virgin Islands are enveloped in color. Only there will you find that translucent turquoise tone of the water and that distinct kinetic green paired with an electric pink as vines drape over a mason wall.

This was our backdrop for Reef’s 2018 lifestyle shoot. A product-first approach intended to show the breath of the product line set in the location it was designed for - the beach.







ROLL - Concept Development, On-Location Art Direction, Design

CREDITS
Creative Director - Tait Hawes
Photographer - Tim Barber
Production - Summer Jax
Models - Cenit Nadir & Evan Geiselman



The Fanning Low

REEF SANDALS




PARTY STARTING TECHNOLOGY

The Launch of the Fanning Low Sandal

Strategy
Creative Direction
Art Direction
Design
CHALLENGE

The blockbuster sandal “The Fanning” is a franchise smash hit for Reef Sandals because of the alignment with professional surfer Mick Fanning, but more importantly the proprietary technology of and integrated bottle opener built into the sandal. It’s defiantly put the “fun” in “functional” After more than a decade of market dominance the sales started to flatten. To make up the dipping revenue the Reef product team developed a new addition to the franchise, the more modern and trend-right Fanning Low.

Our job was to was to introduce this new iteration of sandal to the next generation as their sandal of choice by leaning the modern styling and materials and to not forget the beloved features of the original.



APPROACH

The Fanning Sandal has always been a symbol of fun. In this new iteration we tapped team rider Mason Ho, part of the rising generation of pro surfers, to be the center of the party. With the help of the Fanning Low and it’s bottle opener he is successful in getting the party started while in a fun and creative way we make sure sandals features come to life and are center to the situation.









CAMPAIGN LAUNCH


With any launch of a new product it is critical to make the biggest splash possible right from the start. We made our big splash focusing our hero video piece and getting as many eyes on it with multiple broad reach and surf endemic media placements pointing them to our site full of fun and educational content.






DIGITAL EXPERIENCE - REEF.COM




COMMERCIAL 2 - QUICK DRAW




CAMPAIGN SUSTAIN


As we continued our introduction campaign we created new and diverse content to maintain the interest and tip the scale to a purchase. With multiple touch points in mind we created a digital advertising plan with multiple short-form videos, an influencer push, and meme-like content that was not only funny but informational. The product launch was so successful we followed-up with a summer campaign; the pool party. A party atmosphere relatable to a broader inland-bound consumer.






ROLL - Concept Development, Art Direction, Design

CREDITS
Creative Director - Tait Hawes
Director/Camera Opp - Josh Nardo (Tasty Heavy)
Photography - Nick Green



The Discovery

REEF




















ROLL - Concept Development, Art Direction, Design

CREDITS
Creative Director - Tait Hawes
Animation - Molly Dickson



The Fanning Pack

 REEF - APRIL FOOLS CAMPAIGN




To combat the internet haters, on April Fools Day we (fake) introduced the FANNING PACK. The day when brands get permission to poke fun at themselves.  Being the only company that has a sandal that can open a bottle, we get a lot of comments concerning the possiblity of self-contaminating yourself with unknown germs. This video and social campaign was our chance to have fun with our audience and to just have fun in general.





ROLL - Concept Development, Art Direction, Design

CREDITS
Creative Director - Tait Hawes
Fanning Pack Designer - Seth Neville
Video - Parker Schmidt 
Talent - Johnny Hall



This Is DC

DC SHOES - 2016 BRAND CAMPAIGN







LOOK & FEEL




SEASON 2 LINEGUIDE



SEASON 2 SKATEBOARDING BOOK



BRAND LOOK & FEEL ON DCSHOES.COM



RETAIL POSTER EXAMPLES



CAMPAIGN STYLEGUIDE



PRODUCT PHOTOGRAPHY STYLEGUIDE



ROLL - Creative Development, Design, Photo Direction

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn, Andrew Harner, Alice Park
Action Photography - Mike Blabac
Product Photography - Steven Treboux



Defined By: Iikka

DC SHOES SPRING ‘16 LOOKBOOK





Both growing up in Finland – DC pro snowboarder Iikka Backstrom and friend (photographer & ex-professional snowboarder) Jussi Oksanen – share many common interests in their love for snowboarding, camping, skating, surfing, and all things outdoors. Allergic to planning and in love with a good rogue mission to anywhere but nowhere, Iikka is more interested in the journey then the destination. Embrace life’s imperfections, live for the moment, and take a glimpse into the life of Iikka Backstrom as he, Jussi, and friends enjoy the freedom of life during the off season.

The ‘Defined By’ lookbook series takes a glimpse into DC’s diverse personalities by capturing them doing whatever it is they love while wearing only whatever it is they love. This season’s Spring 2016 lookbook was curated by Iikka Backstrom.









PRINT LOOKBOOK - 48 pages - Premium matte stock.





DIGITAL LOOKBOOK - An interactive lookbook with shopping capabilities




ROLL - Design, Photo Direction

CREDITS
Creative Director - Deven Stephens
Photos - Jussi Oksanen
Filmer/Editor - Bobby Sorich



The Initials Collection

DC Shoes






THE INITIALS COLLECTION


Art Direction
Design

CHALLENGE
DC is known for making some of the best shoes for skateboarding but lesser known for the quality skate and lifestyle apparel. So how do we bring more attention to the apparel already being created and grow this category to a larger part of the business.


APPROACH
As DC is know for shoes, it is also known for their skateboarding team. But not only for being great at skating but generally for their unique and sometimes larger than life personalities.

From the beginning The Initials Collection was designed by and for the diverse group of skaters on the team using existing styles and adding design details that made the pieces theirs. Each capsule needed to feel unique to each person but also needed to feel as a unified collection.

Signature = Authenticity and Uniquness

X = Sign here




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MAKING THE MARK
Each individual mart is taken directly from the athlete’s signature and stylized to create a unified collection.


LABEL DESIGN AND COMPLETE LABEL PACKAGE
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LAUNCH
From garment trim and packaging to social media content and retail POP, all aspects were thought through and designed to feel brand-right but  uniquely owned by each skateboarder.

SUSTAIN
Once the branding and look-and-feel was established, refreshing the collection  was easy.



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ROLL - Art Direction, Design

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn
Photography - Steven Treboux
Filming - Ryan Loughridge
Edit - Eldrich Legaspi


The Original Since Now

DC SHOES -  THE TRACE SHOE LAUNCH








Print Ad Design



Various Poster Design



DC.COM Presence



Styling On-Body Images - Social



Styling On-Body Images - Social



In-Store POP




ROLL - Concept Development, Art Direction, Design

CREDITS
Creative Director - Deven Stephens
Director/Filmer - Kirk Dianda
Photos - Steven Treboux



The Evan Smith Pro

DC SHOES - EVAN SMITH SHOE LAUNCH



The Evan Smith Pro launch campaign is a collaboration in the truest sense. The concept of a living shoe that came to destroy all others is the brainchild of Evan himself and once paired up with the talented DC marketing crew the project really came to life.

With the many technical innovations pack into the pro model skate shoe plus adding the sheer creative energy that Evan skates and lives his life with, there was a lot to cover in a single campaign.








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ROLL - Creative Development, Design, Photo Direction

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn
Action Photography - Mike Blabac
Product Photography - Steven Treboux
Video - Chris Ray, Martin Fobes



Victory Mortorcycles

MY 2012 Sales Brochure






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Custome Typeface Design - Click to see more

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Favorite Spreads - Click to see more


Adio Footwear

ADIO FOOTWEAR - CAMPAIGN / CATALOG WORK





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CHRIS SCHINDLER, San Diego, Ca
Email: schindlerchris@gmail.com
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