Triple Five Soul Fall 2006
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Creative Direction, Art Direction & Design

“Big Air and Big Hair. GRAPHIC HAVOC, which has created subtle supernatural scenes for Triple Five Soul in the past , this time out does what might be called a hip version of kicky. The object was ‘to create a campaign that embodies a sense of freedom and weightlessness,’ says CD Derek Lerner. ‘Although this idea exists as a continuation of the previous season's ethereal momentum, this campaign is much more product-oriented — a lack of subjective narrative being key to keeping the ads stark, clean and beautiful,’ he believes. Though the lead ad here is weightless only in terms of the model’s amazing frizzies, the other iterations feature people poised in midair as if they were the anti-Lacoste. ‘Our goal for TFS is to develop campaigns that go against the grain of what is typically thought of as a streetwear approach,’ says Lerner, who feels that this client is standing out in its market while its competitors ‘are regurgitating last season's direction.’” - Creativity AdCritic Jul 25, 2006

Creative & Art Director: Derek Lerner @ GRAPHIC HAVOC, Photographer: John Minh Nguyen, Retoucher: JMN, Stylist: Jason Farrer, Hair: Dennis Lanni, Make Up Artist: Devra Kinery, Casting: Jennifer Vendetti, Footwear & Lookbook Photos: Richard Maitland, Lookbook Art Direction & Design: Sadek Bazaraa & Derek Lerner @ GRAPHIC HAVOC, Website Design: Peter Rentz @ GRAPHIC HAVOC.

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