Ex Officio rebranding.
Working with the founders at Ex Officio, we translated the experience of travel, outdoor adventure and clothing through telling traveler’s stories. I developed the art direction and design for advertising, packaging, hangtags and lookbooks.
This very first ad was originally a comp I shot in my dining room.
Advertising.
Our campaign tapped into the unexpected experiences on a trip that create the strongest memories, as well as driving our desire to get out there again.
Collaborators
Dinah Coops: Art direction
Hugh Saffel: Writing
Brand Lab: Marketing
Philip Newton: Photography
In store collateral
Packaging
With Hugh Saffel’s funny and travel savvy copy, this packaging became rather famous, showing up in the film Oceans 11 and read by Howie Mandel on the Jay Leno show.
Hangtags
We translated the ads into a series of informational hangtags, with inserts describing the performance fabrics and features.
