Make History lived up to its name. On the homepage I wrote "History is not only important events and important people. It is recorded in songs and painted on canvas. It is told in stories. It lives in snapshots. Make History." And with that rallying cry we asked for words and photos that describe our time. The response was humbling. Thousands of breathtaking images populated the website. They became the basis of a campaign that stretched from interactive to retail design; from out-of-home to gallery exhibits. It succeeded not only in building a brand community, but led to a worldwide resurgence for Lee.
OOH at Bread and Butter Barcelona. We also installed a pop-up store for the festival
The submissions found their way into fashion magazines as well as large format installations worldwide
Gallery exhibits from Paris to Madrid showcased the best submissions.
This exhibit in Como curated hundreds of the best submissions
I was also in charge of writing and publishing monthly newsletters that were distributed in stores throughout Europe
A spread that ran in Vogue Italy in October, 2007. I wrote the copy in English then translated it to Italian