Wrangler
Product launch campaign proposal
Challenge
To help Wrangler launch its new ToughLite fabric (a durable yet lightweight denim) across North America and Europe, educating and exciting consumers in a way that felt authentically Wrangler, avoiding typical fabric demos or sterile product videos.
Solution
Two creative directions were developed:
– Route 1: Durability & Comfort – “True comfort is knowing your jeans won’t quit.”
This concept celebrates freedom of movement, toughness, and ease through cinematic storytelling.
– Route 2: Durability & Lightness – “Tough Jeans Just Got Lighter.” This route redefines toughness through surreal, slow-motion cinematography and subtle technical monologues.
Both concepts balance Wrangler’s rugged DNA with cinematic artistry, transforming technical innovation into emotional, shareable narratives that showcase the evolution of what it means to be tough.
Art direction
Ai image creation
AI film creation
social films
Pr activations
Created whilst at
Harrimansteel
This proposal uses
AI generated and
reference imagery
and films.
Route 1
campaign posters
social films
Route 2
campaign poster options
retail film proposal