Independent Creative Director

Wrangler. Active Ready.

Taking the wild way.

Work_

Strategy

Concept

Creative Lead

Copywriting

Social ecosystem

Year_

2016

About_

Wrangler’s Active Ready range equips the urban explorer with high-tech performance fabrics. At We Are Pi, I led the creative and design team to communicate this new range to the urban inhabitant -those stuck in a mundane, unchanging commute but dreaming of adventure.

A collaboration with spoken word performer and slam poet Harry Baker formed the core of an integrated campaign. We launched with a live experiential event in London and an Oxford Circus takeover urging passersby to re-awaken their spirit for everyday adventure.

On social media, a series of cinematic films took the viewer on a POV GoPro adventure over the rooftops of the modern city with free climbers James Kingston and Magda Sieczkarek. All communications directed consumers to a geo-targeted micro-site filled with influencer content, inspiring stories of wild ways in their own cities.

Results_
The content sparked 4.5m views globally while site traffic increased by 34% and Instagram views increased by 760%.

A live experiential event in London City in which the words were brought to life on the streets of London in a series of beautifully crafted graffiti installations. The graffiti led participants and passerbys on an urban adventure through secret shortcuts and hidden pathways in the city centre of London.