I conceived and art directed the Le Sport Sac Holiday campaign.
With the campaign: LES DUEX AMIES, we reflect the cherished core values of LeSportsac (joy, optimism, and self-expression) while speaking to a millennial audience. Connecting modernity and nostalgia this campaign follows two vibrant young women at their favorite spaces. The holiday campaign has a gifting angle.
I envisioned 4 sets that would each be within a tonal color palette. Styling mood was also tonal and elevated but sans pattern so that the colors and patterns in the bags would pop. Hair and makeup mood were fresh and cool but unfussy with a nod to the 70’s when the brand launched. Subtle pops of color in a strategic cat eye or colored lip made for a whimsical vibe.
LeSportsac is an iconic American lifestyle brand that remains as fresh, appealing, and relevant today as when Melvin and Sandy Schifter invented the signature parachute nylon bags in 1974.