ALPHA is Real
Dockers
Client
Dockers
The Team
ECD: Brian Scheyer
Concept Development: Brian Scheyer
Art Direction:
Brian Scheyer
Producer:
Stephanie Hornish
Director:
Brian Scheyer
Greg Martinez
DP:
Donovan Sell
The Challenge
Men are constantly innundated with fashion and styles that just don't fit their everyday needs. Find a way to target the "Everyman" but still upleveling their style and attitude.
The concept behind this launch video for Dockers "Alpha collection" was to juxtapose the fantasy with reality. Are we male models, or are we alpha men? Either is fine - we don't judge, but we do have a strong opinion what our target audience would want.
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