759 Miles Traveled

Not every project makes it to launch. This is one that didn't.

We were developing an Earth Day campaign built around American Giant's version of sustainability. Not recycled materials or carbon offsets, but proximity. Keeping the supply chain close, celebrating the short distance our products travel compared to garments made overseas. It's a quieter, more honest environmental argument, and I thought it deserved a campaign to match.

The project was cut early, before it went through the usual rounds of refinement and stakeholder feedback. In a way, that's what makes it interesting to share. What you're seeing is a different creative direction than the other AG work displayed.