We were approached by Bear USA to create the launch campaign for an exclusive JD Sports collection.
Repping its ‘90s roots and streetwear heritage, we took inspiration from the brand archives to create a visual direction that brings Bear USA straight up to date for the new audience.
With rapper TE dness fronting the campaign, we linked up at a recording studio to capture laid-back, authentic imagery that showcased TE’s character, creativity and the key pieces in the collab.
We covered all aspects of the project from concept, styling direction, shoot production and art direction to design and artwork.
The campaign was rolled out nationwide with a strong focus on JD Sports social channels and localised London ooh sites.