LeeOriginals Unveils Fall Campaign Shot by Mark Seliger
Lee, the denim and apparel brand, has launched its 2022 campaign under the LeeOriginals platform. Shot once again by Mark Seliger, the campaign was designed by costume designer and stylist Arianne Phillips and is set to a new song by Nashville songwriter Sam Tinnesz titled "New Wave".
"This campaign encompasses those times when denim and self-expression merge," Seliger said . “The casting was important. I wanted multi-faceted people who might be well known but felt very familiar and real. We created a script for each character and gave them the space to put their stamp on the film and incorporate their personalities using some of their own personal items. The result shows that when they wear Lee, they stay true to themselves and original."
Related GalleriesLee, owned by Kontoor Brands, launched the LeeOriginals equity campaign last year. She also partnered with influencers to increase brand awareness and sponsored the Bonnaroo Music Festival in June.
An image from the LeeOriginals campaign. © MARC SELIGERBrigid Stevens, Vice President, Global Brand Marketing at Lee, said, "We love a great story and the cast of Originals this season has a lot of stories to tell. Tai Verdes started working at a cell phone retailer and is now performing on stages across the country; Yuka Mannami was discovered as modeling while working as a nurse and now hitting the runways around the world. These are just a few examples of how our actors have charted their own paths and achieved the unexpected."
In addition to Verdes and Mannami, the campaign features actor Deakon Bluman, the model of body positivity and singer Natalie Nootenboom, dancer Vinson Fraley, artist Mell, and activist and snowboarder Cherokee Jack.
The digital component of the campaign launched on TikTok, Meta and Snapchat as well as video streaming via OTT, and on YouTube and Twitch. An organized outdoor campaign will target specific New York neighborhoods, as well as select locations in Los Angeles, California; Chicago, Illinois and Atlanta, Georgia.
Lee, the denim and apparel brand, has launched its 2022 campaign under the LeeOriginals platform. Shot once again by Mark Seliger, the campaign was designed by costume designer and stylist Arianne Phillips and is set to a new song by Nashville songwriter Sam Tinnesz titled "New Wave".
"This campaign encompasses those times when denim and self-expression merge," Seliger said . “The casting was important. I wanted multi-faceted people who might be well known but felt very familiar and real. We created a script for each character and gave them the space to put their stamp on the film and incorporate their personalities using some of their own personal items. The result shows that when they wear Lee, they stay true to themselves and original."
Related GalleriesLee, owned by Kontoor Brands, launched the LeeOriginals equity campaign last year. She also partnered with influencers to increase brand awareness and sponsored the Bonnaroo Music Festival in June.
An image from the LeeOriginals campaign. © MARC SELIGERBrigid Stevens, Vice President, Global Brand Marketing at Lee, said, "We love a great story and the cast of Originals this season has a lot of stories to tell. Tai Verdes started working at a cell phone retailer and is now performing on stages across the country; Yuka Mannami was discovered as modeling while working as a nurse and now hitting the runways around the world. These are just a few examples of how our actors have charted their own paths and achieved the unexpected."
In addition to Verdes and Mannami, the campaign features actor Deakon Bluman, the model of body positivity and singer Natalie Nootenboom, dancer Vinson Fraley, artist Mell, and activist and snowboarder Cherokee Jack.
The digital component of the campaign launched on TikTok, Meta and Snapchat as well as video streaming via OTT, and on YouTube and Twitch. An organized outdoor campaign will target specific New York neighborhoods, as well as select locations in Los Angeles, California; Chicago, Illinois and Atlanta, Georgia.
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