Express Yourself
EXPRESS • SPRING 2021
A return to the joy, optimism and self-expression fashion can create, this socially-anchored, omni-channel campaign celebrates all things that can boost a mood. Featuring plenty of color, music and movement, the cast mix of celebrities, creators and Express customers comes together to showcase the power of style and self-expression—and the confidence that comes from it. Made to #ExpressYou… it’s a whole mood.
DIRECTED BY CHRIS BORMAN
We worked with agency partner Shadow to snag celebrity dancer Derek Hough, and (then) fiancé Hayley Erbert to lead the choreography and energy for the content. Set to the sound of Labrinth’s cover of Express Yourself, the TikTok-first content demonstrated the brand’s “made to #ExpressYou” mantra while inviting the audience to express themselves through music, style, and/or movement in the spring collection’s bold color story.
The above spot aired nationally during the 2022 Grammy Awards.
“How do you Express Yourself?”
TikTok-first social content
DIRECT MAILER
Showcasing the talent and color mix that defined the season.
Imagery
Dancer photography by Heath Latter
Initial Concept
The creative framework that started it all.
