Rocawear 99 was pursuing a new creative approach to their men’s fragrance. They wanted something that resonated in a new way and refreshed their image but didn’t follow the traditional formula of male model, walking down a beach.
Instead of showing polished male models in a stereotypical lifestyle scene, the campaign showcased why men wear fragrances – for women to want them, even when they’re not there. Campaign included broadcast, print, retail, and out-of-home, including a Times Square spectacular.
Client: Rocawear Fragrance Role: Creative Director Agency: Translation