EDITOR PANT RELAUNCH
Express • Fall 2022
As a consistent best-seller since its debut 20 years ago, the Editor pant has a big reputation and comes with a lot of customer nostalgia. To grab interest for its fall 2022 relaunch, we created Editor storytelling in 3 layers: A Y2K-style photo shoot featuring feedback from real customers (fun), editorial photography (fashion), and influencer/creator social content (voice of customer) showcasing versatility, quality and fit from a variety of perspectives. The content distortion to Editor made a big sales impact and generated record-breaking engagement on Express’ social channels.
SEPTEMBER 2022 Women’s CTV Spot Directed by Chris Borman
Photography by Peter Ash Lee
Social content
As always in addition to imagery and HD video, a large focus of the campaign shoot was to create a steady stream of social-first content. We captured content at the shoot itself, and briefed our influencer/creator partners to showcase the pant, its quality, the legshape options, and endless versatility. Some examples:
