Client Profile: Avanti, an Italian-inspired, women’s fashion company who produces high rise vintage jean shorts with black leather pockets.

Client Needs: A launch commercial to let the world know a new, bold brand of women’s jeans has arrived.

My Analysis: In 2018, PR Newswire released a comprehensive analytical report on the global sales of jeans that included the largest 118 jean companies (including major players like Levi, Wrangler, Diesel and niche brands such as Rag & Bone, 7 for All Mankind, and Diesel) with all data measured in units sold per million. The report was exhaustive. If you ask me, the best chance a new brand has to succeed in this market is to reach for the stars!

My Process: The English translation of the word “Avanti” is “move forward!” So I strung together a lineup of faces of past and present iconic female figures who moved the world forward.  And over top of their faces I played Avanti’s mission statement, which can be found printed on the inside of every pair of Avanti jeans!

My Outcomes: Avanti plans to launch and begin taking orders in 2019.