STEF is a freelance director and 
advertising creative.



ABOUT / CONTACT
Summary

OLV
PRINT
SOCIAL
DIGITAL
EVENT

Credits

AGENCY : lg2
CLIENT : American Apparel

Recognition
D&AD
Applied Arts Magazine TL;DR - The creative re-launch of an iconic label.

Bruised from scandal and neglect, American Apparel needed to reforge a connection with its core consumer and re-build some street-cred.

Always synonymous with quality, especially its iconic 2001 Tee, we focussed in on the brand’s cornerstone supporters, printers and makers who love American Apparel’s durability for their original creations.

The re-launch was rooted in a brand film featuring well-known creators like Gia Love and tattoo artist Minka Sicklinger, and shot at specific locations around New York such as Public Records, East River Tattoo, and the iconic LQQK Studio in Brooklyn. 

Shot on film and presented as an arthouse short, our audience recognized our characters and locations, which resonated with the message of hand-made quality and the 2001 Tee, and formed the backbone of the entire re-launch.




OLV

DIGITAL / SOCIAL
On social and digital, messaging was pulled, stretched and made-to-fit every possible frame it could appear in. 

Aside from being well suited for all the screen sizes, this visual mechanic drove home the point of how adaptable and customizable the 2011 Tee is.

PHOTOGRAPHY