Ralph Lauren / 
Fashion, through the lens of real life.

 

We pitched and won Ralph Lauren’s American Living brand with a big simple idea ~ Made for American Living. A fashion campaign anchored in the approachable narrative of everyday life, not the usual magical fantasy world of fashion advertising. 

We launched the brand and developed campaigns for each season over years. We moved fast and light and made a ton of work very efficiently. We watched the 'Made For ____' idea come to life across all aspects of the business in all types of media ~ print, digital, social, broadcast, in-store and a pop-up makeover event. The Exit Creative Co. office in NYC became one of the only external agencies work for Ralph Lauren in close to 20 years.
 

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THE IDEA WAS ANCHORED IN THE EVERYDAY, AND WE SHOT EVERYDAY SITUATIONS – THERE HAD TO BE AN ELEMENT OF BELIEVABILITY – THIS VERSION OF RALPH LAUREN WAS NOT THE DREAM MOVIE VERSION.