Boys and Girls Fall Line
Conceptual Student Work
Art Direction / Photography / Tagline / Layout
Volcom requested that I develop a new look for their upcoming fall line campaign and annual report that would reach an older audience of brand loyalists to expand the longevity and target audience of the brand, while giving Volcom a more sophisticated look as a whole. The campaign would be located all around Southern California, including downtown Los Angeles and popular beach areas. Corporate, primary, and delay ad campaigns were developed to target edgy individuals and the Volcom consumer that have matured but still have a rebellious spirit to them. By using ripped photos in a minimalist collage style, the new direction evokes the Volcom philosophy and image they are known for in a more mature and sophisticated manner.