Objective: Support the giveaway on digital, while supporting the longer hair trend.

Insight: The younger target consumer that American Crew is after wants to own and control their experiences.

Problem: The American Crew user skews older and the brand needed to build a younger consumer base.

Solution: Built the story around the giveaway, rooted in the brand’s American heritage and shot on the famous Route 66. The campaign inspired travel and embodied the idea of freedom and unlimited possibilities on the open road, tying back to the giveaway prize of an all-included 7-day road trip.

Credits: Lauren Nukes, Brian Duck, Joe Daley: Producers, Shaun Conrad: Director/DP/Editor, Justin Harrison: DP, David Raccuglia: Photographer