Dressing Room Sessions
The brief was to create a instore campaign in Sweden to promote and sell Tiger of Sweden Jeans. We created a music format were up and coming Swedish bands, performed one song each inside a dressing room wearing their favourite pair of Tiger of Sweden Jeans. This resulted in live music events, nine music videos, a graphic instore campaign and a campaign site. The format has lived on after the campaign in Sweden and at this point an additional eight Canadian sessions are made.
My role: Concept development, art direction and design at Lowe Brindfors for Tiger of Sweden.