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PAIR OF THIEVES
BRAND CAMPAIGN 2024

About

Pair of Thieves' 2024 brand awareness campaign is centered on the slogan "Escape Basic". The creative team has taken that notion and is diving head first into a year-long campaign saturated in tongue-in-cheek humor, effortless cool, with a splash of humility. Our visual approach leans into nostalgia and candidness–creating a playful, analog aesthetic. For the Summer, Music Festival and Football moments I curated the art direction to embrace the brand's mission to evade convention and predictable imagery.

Role

Art Direction

Graphic Design

Credits

Graphic Design

Kyle Vsetecka, Tomi Lahdesmaki, Anastasia Pargett

Copywriting

Grace Fetterman,
Samuel Gutierrez

Photography

Cooper Pattison

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Motion

Will Cuddy

Zachary Feiner

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Talent

Joe Valrey

Eli Willman
Maddie Cook

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Production

Elliot Coates

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Project Management

Austen Montero

To crystalize the analog aesthetic, we created a system of hand drawn elements to call out product features and attract more visual attention. We wanted our ads to embrace the mischievous nature of the bear & to
"escape basic" by playfully graffitiing all over them.

Women represent a significant portion of
Pair of Thieve's consumer base. The creative team wanted this video to appeal to women by humorously addressing an unfortunate gender dynamic. The bear (as an extension of the brand) steps in as an unruly hero–saving this situationship from disaster. Below are my storyboards from the initial script.