When you’re a teenager, the clothes you wear should never cover you up.
Arizona Jeans Co. challenged us with a brand refresh. Beginning with strategy, they asked us to help reenergize the brand and find cultural relevance with a new, teen audience. The solution was the “Be Ridiculously You” campaign. As a rallying cry for young adults looking to find their fit in this world, this series of short form Vine-inspired videos demonstrated how Arizona styles don’t make the person. But rather how the person makes the styles.