Client: the lycra company
SerICES:
Art Direction
Project Management & Coordination
High-End Retouching
Scheduling & Timelines Management
Contract Negotiation & Vendor Management
Travel & Logistics Coordination
Model Casting & Talent Acquisition
Licensing & Release Management
Vendor Selection & Procurement
Following a recent acquisition, The LYCRA Company set out to establish a bold, cohesive presence in the marketplace. While some foundational materials existed, the goal was to unify visual assets across all product lines and make a splash with a fresh, elevated look. A global photo and video shoot became the cornerstone of this effort, along with supporting materials for digital platforms and sales enablement.
Art Direction & Visual Storytelling
Set against the vibrant backdrop of Old San Juan, Puerto Rico, the campaign came to life through a bold, color-driven concept. With over 350 branded images and a suite of video content, the shoot featured denim, activewear, hosiery, socks, swimwear, and outerwear. Each product technology was represented by a signature hue—captured among colorful buildings, textured walkways, and lively interiors to create distinct, recognizable visuals.
Styling, hair, and make-up were carefully considered to ensure consistency across all content, allowing the apparel and performance features to take center stage. Executed by a 35-person crew, the production required thoughtful coordination to maximize content each day. Days before the shoot began, access to key locations was suddenly restricted due to local protests. Thanks to swift problem-solving, permits were secured, overnight graffiti was covered, and the team maintained momentum through every challenge. The end result was a dynamic and vibrant visual library that communicates the energy, performance, and adaptability of the full product portfolio.
Digital Fabric & Icon Library
Custom icons and fabric swatches were created to visually represent key technologies and textures, bringing clarity and consistency to product storytelling across digital and sales platforms.
Sales Collateral
Custom brochures, technical one-pagers, and pitch decks were created to align with the updated identity—giving internal teams polished, professional tools to share the brand’s value across global markets.
