Arnette - Born in 92
Arnette, a sunglasses brand, created by Oakley 25 years ago decided it was time to shift. After years of being cliched, straight and uptight, it needed to harness its once effortless 90's rock and roll and relaunch. Our brief was to introduce Arnette as an eyeware classic to a young generation who had never heard of them. We created a whole new world for them in a global fashion campaign, across film, print and digital, - where kids have an attitude, but wear life lightly. Kids who break hearts, promises and bones, but still call their mothers. Arnette was created in 1992, the rest followed.
This project was pitched, won, conceptualised, art directed + produced, direct to client by myself, together with Luxottica. Production: Halal Amsterdam