Back to the 2000's

DEZY approached me with his "Back to the 2000's" collection, but he was at a loss when it came to communicating its purpose to the right crowd. The collection was rooted in the gritty reality of working America, capturing the mundane rhythm of everyday life, yet it hinted at a deeper, transformative journey.

We brainstormed and landed on a narrative that took an ordinary character on a journey into the desert. After taking psychedelic mushrooms, his world started bursting with unexpected color and life. In that moment of transformation, he opened his briefcase and put on the new collection, a powerful symbol of stepping beyond the mundane and embracing a vivid, reinvigorated self.

The rest is history. This became one of his most signature campaigns, proving that the right story, told with authenticity, can redefine an entire brand.