Came across this work yesterday done by Copywriter Dylan Rohleder and Art Director/photographer Danielle Clough while students at Red and Yellow last year. The campaign is a self-initiated one for clothing company American Apparel. After some research, Dylan and Danielle found American Apparel to be the 2nd most trusted brand in America, with multiple initiatives from organic cotton, chemical free dyes to sweatshop free labour, legalise gay campaigns and most recently Haitian relief. Their idea for the campaign was to keep close to the controversial look and feel of the brand while conveying the message of their ‘honesty’. They used American Apparel clothing to create caricatures of honest icons – Jesus, a Nun, Ghandi and Superman. The shoot was made possible by Kid B, a label that subtly embroiders local illustrators’ designs onto American Apparel clothing. The shoot was done at the Woodstock Industrial Centre.
Copy writer: Dylan Rohleder
Art Direction and photography: Danielle Clough
Models: Matthew Dasneves, Lucio Lupacchini, Candice Jezek, Patrick Steenkamp
Clothing: Kid B