This past fall I had the opportunity to shoot a one-day exploratory session for Wrangler Jeans. The concept was simple: produce imagery to appeal to a younger, active, working-male demographic. Wrangler Jeans holds huge appeal in Europe among the 20-something age group. As is the case with many brands, the advertising in Europe is much different than what is currently being produced in the US.
After some brainstorming/discussions, it was decided to approach this exploratory with a similar style to Wrangler’s European marketing counterpart, but with a true American working-class flare. The inspiration was old school Americana: work hard, be committed, and stay strong. Below are a few highlights from the shoot.