The OBJECTIVE
Stance was seeking a fresh and unique approach to storytelling that showcased their first true all-gender brand execution through action-packed sequences featuring their active lifestyle apparel in real-world settings. Their goal is to drive brand engagement and awareness through a visually striking and dynamic campaign that speaks to the vibrancy of Stance apparel. Additionally, they want to create a compelling visual narrative that conveys the youthful and energetic spirit of their brand, authentically.
THE CREATIVE STRATEGY
Stance is a brand that continually pushes the boundaries of what an active lifestyle apparel brand can be, we were on a quest for an unconventional way to tell the Stance apparel story. That's when we discovered Wheelie Boys, the perfect vehicle to showcase our all gender brand story from a fresh perspective. Capturing the group tearing through the streets of NYC, we created a colorful, youthful, and visceral execution that breathed life and personality into an incredible seasonal collection. It was a two-part execution capturing high action set against the city grit and an elevated studio to capture beautifully curated product and lifestyle imagery. The contrasted pairing created a unique juxtaposition that told an incredibly visual story.
