Art direction and photography for the classic Abercrombie & Fitch fragrance and design of the Face Your Fierce digital experience.
The goal of the campaign was multi-fold in that it set out to redefine the Fierce fragrance from a product tied to the old exclusionary perception of Abercrombie, and change it into a rallying cry for acceptance, asking real people from all walks of life how they "Face their Fierce.”
My role was to create images that detracted from the recognizable "abs" bottle imagery as the brand moved away from old symbology lacking in inclusivity and body positivity. These images were used in conjunction with portrait photography for the first iteration of the Face Your Fierce campaign, and were seen in stores, online, and at exclusive events with celebrity guests including footballer Romelu Lukaku.
As part of the campaign I had to also develop an immersive landing page experience that highlighted each of the featured Abercrombie employees who exemplified Fierce and also featured a new exclusive bottle with footballer Romelu Lukaku — a first step in gradually moving the previously iconic Fierce packaging away from an image of traditionally attractive male abs to bottles featuring images of real people.By featuring real Abercrombie & Fitch employees in the campaign talking about how they face their Fierce, the brand not only showed that it championed people from all walks of life, but also highlighted that these diverse and inspiring individuals were already employees and a part of the brand.