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Overview

A Gen Z–focused denim brand is undergoing a complete rebrand and is currently looking for a creative production agency to lead a bold and emotionally resonant campaign shoot.

The brand is repositioning itself as a denim-first label, with a shift toward more expressive, international, and raw storytelling that celebrates denim as a way of life—not just clothing.

This campaign is a launchpad for the new identity, introducing the rebrand through visual storytelling that connects across culture, chaos, and comfort.

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Campaign Objective

Theme: Denim for Every You

Tagline: Tough as Love

The goal is to craft a multi-day campaign (7–10 days) that captures denim’s place in everyday, emotionally layered moments—ranging from rebellious to romantic, tough to tender. The final output should feel global, street-inspired, and deeply human.

This campaign is not about polished, high-production setups. The brand is intentionally moving toward a low-execution, high-impact visual identity.

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What the Brand is Looking For

• A creative production partner or agency that can take full ownership of storyboarding, creative direction, shoot planning, and post-production.
• The shoot must reflect a very RAW, international vibe—inspired by streetwear campaigns and niche Gen Z brands like Nude Project.
• A mix of day and night shoots, executed at a single location with 4–5 models.
• Strong emphasis on mood, narrative, and candid energy. Not staged, not overproduced.

📌 Moodboard Reference: https://shorturl.at/8Zgv4

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Creative Direction & References

Tough vs Soft Conceptual Anchors‍

The shoot should express both emotional tones through visual motifs and actions:

Tough:

• Spray painting, climbing fences, skateboarding
• Rage rooms, breaking down, tug of war
• Kicking over trash cans, tearing posters
• Bandanas, band tees, layered rugged styling

Soft:

• Date scenes, neon dancing, handprints on walls
• Hammocks, office celebrations, slow candid moments
• Laughing in between chaos, sitting quietly post-action

The contrast is intentional—"Tough as Love" means embracing both.

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Deliverables

Campaign:

• 1 main Launch Video (Hero Film)
• 3–4 edited Reels
• 50+ high-quality campaign images
• 4–5 banner images
• 4–5 logo reveal creatives

Product & Ecommerce:

• Shoot for 150+ products (models + flatlays)
• Campaign shoot for ~25 hero products
• 5 edited images per product (catalog + flatlay)
• White background ecommerce shots
• Stylized product shots + flatlays

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Scope of Work

• Pre-production: Creative concept, storyboarding, production planning
• Shoot: Single-location, mixed lighting (day + night), 4–5 models
• Post-production: Photo editing, reel/video edits, ecommerce optimization
• Duration: All deliverables to be produced and shared within a structured 10–14 day timeline post-confirmation

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Preferred Partner Profile

• Agency or team based in Delhi NCR preferably
• Strong understanding of Gen Z culture and digital aesthetics
• Proven track record with fashion/streetwear/editorial campaigns
• Not focused on big-budget setups—focus on creative edge, not extravagance
• Team should have access to agile execution (small crew, multi-role creatives)

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