Lee - "Lee - Fall 2022"

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Brand: Lee
Country: United States

Advertiser: Lee Jeans

Title	Lee - Fall 2022
Campaign	#leeoriginals
Advertiser	Lee Jeans
Brand	Lee
Date of First Broadcast/Publication	2022 / 10
Business Sector	Clothing
Philosophy	Lee®, the iconic American denim and apparel brand, has launched their 2022 campaign under the LeeOriginals platform. Produced in collaboration with preeminent photographer and creative director Mark Seliger, the campaign [#leeoriginals] continues to reaffirm the 130-year-old brand as one driven by celebrating the originality in all of us. Concepted and shot by Seliger and styled by acclaimed costume designer and stylist Arianne Phillips, this second iteration highlights those moments where Lee helps you to make everyday legendary. Inspired by those who don’t just stand the test of time, but define it, the campaign is set to a new Sam Tinnesz song aptly entitled “New Wave.” These scenes capture Lee’s celebration of individuals who approach small and big moments of their lives with one part boldness, two parts optimism. In addion to Verdes and Mannami, the fresh ensemble of models, actors and performers includes: actor Deaken Bluman, body positivity model and singer Natalie Nootenboom, dancer Vinson Fraley, artist Mell, and activist and snowboarder Cherokee Jack. The digital component of the campaign was placed by Lee’s media agency, Tinuiti, and launched on Lee’s social media channels on TikTok, Meta and SnapChat as well as streaming video via OTT, and on YouTube and Twitch. A curated out-of-home (OOH) experience in collaboration with creative agency Noble People will target specific creative neighborhoods in New York City including SoHo, Meatpacking and Bushwick, as well as select locations in Los Angeles, Chicago and Atlanta. For more information, please visit www.lee.com.
Media Type	Digital
Length	30 seconds
Soundtrack	Sam Tinnesz “New Wave.”
Creative Director / Photographer	Mark Seliger
Music Composer	Sam Tinnesz
Media Agency	Tinuiti