Studio: Patrick Mountain/RVMS ♦ Art: Patrick Mountain/Stephanie Lucas ♦ Photography: John Segesta ♦ Concept/Words/Direction: RV
Shebeest came to us as a brand with an incredibly loyal following, but no idea why their customers were so loyal. So we took on established brand and "invented" it from the ground up.
Consumer focus groups and competitive research told us that the products were at best on performance particularly with better-know brands like Danskin or Lululemon, but that women who preferred Shebeest did so for fashion reasons...even while denying that that's what drove their buying decision.
We built a complete brand platform around this paradoxical notion and ended up talking exclusively about the performance features of the garments, but showing only the fashion aspect . And we showed a lot more than we talked.
Rick directed triathlon shooter John Segesta and art director Patrick Mountain to produce these catalog images, then worked with designer Stephine Lucas to turn them into the ads you see here.