Concepted, cast + art directed the American Eagle 2020 Back to School campaign.

 

Shot during the first outbreak of COVID-19, the campaign harnessed the power of the online tiktok community, by casting real customers who styled their own outfits, choreographed their own dance moves and shot their own video.

 

The resulting campaign delivered a heightened product demonstration of AE jeans, using the emotion of music and dance, while embodying a bold, authentic TikTok aesthetic that’s especially relevant to the Gen Z target.