Advertising, Art Direction, Brand Collaboration, Brand Identity, Packaging Design
Challenge
To revamp L.L. Bean’s brand presence and show Gen Z that it’s still relevant and trendy.
Insight
Vintage is making a big comeback — Gen Z is embracing retro aesthetics and turning nostalgia into a bold, modern statement.
Solution
In collaboration with Polaroid, Unfocus is a vibrant, contemporary campaign inspired by Gen Z’s favorite travel destinations, inviting young travelers to discover the hidden beauty in the world around them.
Visual System
Color Palette, Photography Style, PatternShibuya Crossing, Tokyo — Feature the campaign’s visual identity in the city that inspired it.