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The Lowest Rise Jean Launch
“Where are the REAL low-rise jeans??” wrote internet girlies into the void. American Eagle was here to answer. When I was tasked with launching American Eagle’s lowest-rise jean, my mind immediately went to the 2000s fashion lovers who fervently hunt the bins for the low-rise jeans retailers no longer carried. I wanted those girls to know: we studied the ancient texts. We’ve got you. From this plight came our Historically Accurate Low Rise Jeans campaign. We turned up the campiness through an entertaining, nostalgic educational style video—think Bill Nye if he were a fashion baddie—supported by Y2K paparazzi-style photos. I executed this campaign from end to end, from concepting, storyboarding, scripting, art directing, shooting the photos and designing the supporting graphics.
