project: YONY FALL/WINTER 2023 CAMPAIGN

THE CHALLENGE: ELEVATE YONY’S BRAND VALUE BY CREATING A CAMPAIGN THAT MATCHES THE PRODUCTION QUALITY AND STORYTELLING OF OUR BIGGEST COMPETITORS.

To be taken seriously as a brand in such a competitive space, YONY needed to execute a campaign that would show it can stand with the best of them. The setting had to be striking, yet match the vision being portrayed by each garment. Additionally, the campaign’s main objective was to continue to reinforce YONY’s brand values of contemporary nostalgia. Shot on Anacapa Island off the coast of Ventura, California, the rolling hills that bleed into the ocean echoed the story of exploration and simplicity that YONY plays with in each shoot.