• 118 + retail stores nationwide
  • 1500 + POS executions nationwide
  • 80 + brand names in-store

Contemporary Tribes

The point of entry for this campaign was the theme of tribalism. Inspired by Jimmy Nelson’s extraordinary photographs of the indigenous peoples, we became interested in the idea of contemporary tribes. It occurred to us that clearly definable youth cultures had become a thing of the past. Contemporary people, it seems, are part of much more complex, demographically fluid groups. Groups that merge and overlap, rather than forming in opposition to each other. In order to reflect the target audience, we created our own tribes, then refined them into slightly abstracted versions. The result was a series of identities that grew to become aesthetically striking worlds.