New York, NY.—August 13, 2014—Translation has launched a new campaign for American Eagle Outfitters (AEO), having recently been tapped by the specialty apparel retailer for the 2014 Back-to-School season. Entitled “I’MPERFECT,” the work takes a defiant stance against the one-size-fits-all beauty paradigm embraced by other fashion brands. The campaign insight taps into AEO’s long-standing role as a true champion for the democratization of denim, offering 22 fits, 81 washes, and 84 sizes – a staggering 1,500+ options – to fit any person and personality. The national campaign encompasses print ads, in-store posters, digital banners, and a stunning broadcast spot from acclaimed commercial director Dante Ariola – all anchored by the tagline, “My Imperfections Make the Perfect Me,” as well as a powerfully I’MPERFECT brand manifesto:
WE BELIEVE IT’S TIME TO FLIP THE SCRIPT.
ONE SIZE DOESN’T FIT ALL.
SURELY 99% OF US IS A BETTER MEASURE
OF PERFECTION THAN THE 1%.
AFTER ALL, TALL GIRLS AND SHORT GUYS
FALL IN LOVE.
THE GUY WHO BELTS OUT THE WRONG LYRICS
EVERY SINGLE TIME IS THE MOST FUN AT PARTIES.
THE GIRL WHO OWNS EVERY LAST CURVE OF HERSELF
AND LETS THE WORLD SEE IT
IS OUR GIRL.
DAMN SHE MAKES THOSE JEANS LOOK GOOD.
WHAT IF WE EACH CARVED OUT A SPACE TO
LET THE WORLD FIT TO US,
INSTEAD OF THE OTHER WAY AROUND.
The 103-word manifesto appears in full across much of the campaign’s print and digital components, a compelling and expressive new take on AEO’s commitment to offering stylish options for each of its customers. The manifesto also provides the overarching framework to “Portraits,” a remarkable broadcast :60 highlighting the beautiful idiosyncrasies that make every AEO customer perfect in their own unique way.
Ambitious in both concept and execution, “Portraits” is a fitting follow-up to Director Dante Ariola’s Emmy-nominated 2014 GE commercial, “Childlike Imagination.” “Portraits” was filmed during an intensive, four-day shoot on location in the Mojave Desert, with Ariola joined by Translation CCO John Norman and CDs Betsy Decker and Ben Carter. The team assembled a diverse cast of over 100 people, each of them boasting a unique and unconventional appearance to challenge the picture-perfect uniformity found in traditional fashion marketing. Translation and Ariola partnered with award-winning visual effects house The Mill to achieve the epic scale of the spot’s final look. The beauty of the film and its message is further amplified by an inventive remake of Nina Simone’s 1964 classic “Feeling Good,” a Heavy Duty Music/Mad Decent production led by Grammy-winning producer Ariel Rechtshaid.
“American Eagle makes America’s favorite denim,” notes CCO John Norman, “and appealing to America means appealing to the incredible diversity of the American people. The new denim campaign is really a celebration of individuality. We’re making an honest statement about why it’s important to be different. And mostly, why it’s important to be yourself.”
American Eagle Outfitters will cement its new brand philosophy this Labor Day weekend by teaming with Anheuser-Busch as the official fashion partner of the Budweiser Made In America Festival, which was developed by Translation in 2012. The partnership will celebrate the best of American music, festival style, and individuality through a variety of activations at the festival’s Philadelphia and Los Angeles locations.
Brand/Client: American Eagle Outfitters
Campaign Title: “Portraits”
Spot Title: “Portraits”: 60 (with :30 and :15 lifts)
First Air Date: August 2014
CEO/Founder: Steve Stoute
Chief Creative Officer: John Norman
President: Nils Peyron
Executive Creative Director: Jay Berry
Executive Creative Director: Marc d’Avignon
Creative Director, Copywriter: Betsy Decker
Creative Director, Art Director: Ben Carter
ACD/Creative Technologist: Schuyler Hunt
Director of Content Production: Miriam Franklin
Producer: Liz Graves
Account Team: Amanda Hellman, Cassie Farley
Music Supervisor: Nick Pacelli
Production Company: MJZ
Director: Dante Ariola
Director of Photography: Greg Fraser
Executive Producer: Scott Howard
Line Producer: Natalie Hill
Editorial Company: Number 6
Editor: Andrea MacArthur
Assistant Editor: Kyle Whitmore
Post Executive Producer: Crissy DeSimone
Post Producer: Kendra Desai
VFX Company: The Mill, LA
VFX Artist: Chris ‘Badger” Knight
VFX Executive Producer: Jo Arghiris
VFX Producer: Leighton Greer
Audio Post: Eleven
Mixer: Jeff Payne
Executive Producer: Suzanne Hollingshead
Producer: Dawn Redmann
Music: “Feeling Good”
Remake Composed and Arranged by Ariel R. A Heavy Duty Music /Mad Decent Production
Executive Producer: Josh Kessler
Producer: Daniel Nigro
Partner, Communication Planning Director: Ilana Casser
Communication Planning Supervisor: Christa Ruggiero
Sr. Partner Associate Director National Broadcast: Andrew Pappalardo
Manager Media Investments National Broadcast: Carlos A. Cervantes
Sr. Partner, Group Digital Director: Lisa Bronson
Associate Media Director, Digital: Jenina Estella
Digital Media Supervisor: Vera Su
Founded in 2004, Translation is a full-service communications agency with a reputation for helping Fortune 500 companies thrive in contemporary culture. The agency is dedicated to delivering transformative ideas that push past the limitations of traditional marketing, fundamentally changing the way a brand resonates with consumers in the global marketplace.
Led by Founder/CEO Steve Stoute and CCO John Norman, Translation delivers world class creative for a roster of premier brands, including State Farm, McDonald’s, Anheuser-Busch, Kaiser Permanente, Champs Sports, and Coca-Cola.