PAIR OF THIEVES
BRAND CAMPAIGN 2024
About
Pair of Thieves' 2024 brand awareness campaign is centered on the ethos of "Escape Basic". The creative team took that notion and dove head first into a year-long campaign saturated in tongue-in-cheek humor, effortless cool with a splash of humility. Our visual approach leaned into nostalgia and candid everyday mischief–creating a playful, analog aesthetic. We highlighted several cultural moments of the year and wove in the campaign's vibey storytelling to reveal the brand's lighthearted and charming spirit.
Role
Art Direction
Graphic Design
Credits
Graphic Design
Kyle Vsetecka, Tomi Lahdesmaki, Anastasia Pargett
Copywriting
Grace Fetterman,
Samuel Gutierrez
Photography
Cooper Pattison
Motion
Will Cuddy
Zachary Feiner
Talent
Joe Valrey
Eli Willman
Maddie Cook
Production
Elliot Coates
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.
The visuals embrace the warm
and festive spirit of the holiday season–like stepping into your best friend's home
to discover everyone you love is there,
ready for some shenanigans.
