Jockey – Photographing Their New Brand Campaign

INFO:

• Commissioned by Jockey International to create a new brand look for their Sport Mesh series of underwear.
• 10 separate images were made, representing each of the new underwear designs for the international market.
• This project won the 2011 American Graphic Design Award.
• The look created for the hero shot and subsequent 10 images were inspired from Beylerian’s lighting technique developed from The Pole Project series.
  

THE TEAM:

• Art Direction: Kristin Schroeder
• Model: Aaron / Ford Modeling Agency
• Lighting & Digital tech: Jose Zakany
• Stylist: Judith Bodart Beylerian
• Hair & Make up: Stacy
• Photographers assistant: Kari Castrogiovanni
• Advertising Agency: Turner Duckworth

THE HANG TAG:

THE INSPIRATION: This is the image that inspired the look for the branding campaign.

BEHIND THE SCENES: