Brand re launch / casting / Creative Direction / Production / Concept
With a brief ‘to make Hi Tec ‘cool’ Rich used extreme ‘ irony’ and nostalja tapping into the very thing that HI TEC had steered away from for decades. The brand had a poor reputation, synnonimous with nerds and social outcasts. Rich decided to embrace this and celebrate ‘being yourself’. Rich wanted to shine a light on the kids for who school was a nightmarish time , being in the shadows of the cool kids. The campaign took on a message, that it doesn’t matter what people think, you don’t need to change a thing if you keep being yourself you will make it in the end.’’The Campaign became viral success and the brand was soon stocked in Liberties and being featured in Hypebeast and Vogue.
