Replay - Brand platform and campaign
As part of AKQA's pitch for Replay's 2027 denim campaign, the team explored new ways for the brand to reclaim authenticity in a world where being yourself has become another performance.
We developed the brand platform "Human, After All", celebrating the messy, impulsive and unpredictable nature of being human.
From this, me and my creative partner developed Contradict Yourself, a campaign exploring everyday situations where our actions reveal what we really feel, even when they contradict who we claim to be.
