THEORY

THEORY GLOBAL CAMPAIGN | WOMENS

360 IDEATION | ADVERTISING | COLLATERAL | DIGITAL MEDIA | IN STORE | OUTDOOR

Guided THEORY through a brand evolution to bring the brand’s new direction in their fashion design aesthetic to life by developing and executing well-defined visual concepts which speak specifically to the collection of beautifully designed and made wardrobe staples. The campaign shot in black and white reinforces the idea that these pieces are iconic and timeless. The resulting campaign including the imaginative taglines of PANTtheory, COATtheory and SWEATERtheory is an exciting interpretation of the new direction.

THEORY BILLBOARD | WOMENS

THEORY POSTCARD PROGRAM | WOMENS

THEORY LOOKBOOK | WOMENS

THEORY

THEORY GLOBAL CAMPAIGN | MENS

360 IDEATION | ADVERTISING | COLLATERAL | DIGITAL MEDIA | IN STORE | OUTDOOR

THEORY POSTCARD PROGRAM | MENS

THEORY LOOKBOOK | MENS

CREATIVE DIRECTION
ART DIRECTION AND DESIGN
Judith Kaelin
Yuko Yamazaki

PHOTOGRAPHY
Peter Arnell

TALENT
Ava Smith

STYLING
Daphne Javitch

LOOKBOOK PHOTOGRAPHY
Hyacinth Hughes

THEORY

THEORY ‘WHAT SUITS YOU’ GLOBAL LAUNCH CAMPAIGN

360 IDEATION | ADVERTISING | COLLATERAL | DIGITAL AND SOCIAL MEDIA | IN STORE | OUTDOOR

CREATIVE DIRECTION
ART DIRECTION AND DESIGN
Judith Kaelin
Yuko Yamazaki

PHOTOGRAPHY
Peter Arnell

TALENT
Friends of Theory Casting

STYLING
Ben Stubbington