PRIMAL WEAR FOR THE LAMBESIS AGENCY

TRANSFORMATION OF CYCLING APPAREL INTO A LIFESTYLE BRAND
A customizable apparel brand, Primal Wear was looking to create an ownable identity while celebrating the fun side of cycling. The Happy Trails campaign showcased product attributes in over-the-top demonstrations performed in a seamless testing environment.

Role: Photo Shoot Art Direction, Creative Development/Implementation, Art Direction & Design, Packaging Design.

Team: Chad Farmer, Executive Creative Director | Tobias Farmer, Creative Director.

Hicham Badri, Associate Creative Director | Agatha Peake, Associate Creative Director, Interactive | Carol Holsinger, Senior Copywriter | Oscar Lutteroth, Director of Interactive | Brian Munce, Brand Director | Jami Glassman, Art Buying | Michael Hayes, Director Production.

Photography: Yu Tsai.

Product Photo Shoot
Art directed campaign and product photo shoots. Styling was raw and undone to showcase product quality and fabric detail.

Packaging Design
Created packaging system to be implemented at point of sale. Compostable card stock, plant-based plastics, soy inks—All integrated into a Swiss minimalist design for a premium eco-conscious offering that consumers could feel good about.

Campaign Imagery
Fun demo’s showcased product and attributes in an over-the-top series of tests in a seamless facility.

Costumes were sourced from a Hollywood movie prop facility. Astronaut costume was a 1968 vintage sci-fi film replica.

Monkeying around. Gorilla suit was a Hollywood prop and featured animatronic facial expressions for a realistic appearance.