Keep it 100 ! Talking the Millennial Language ... for brands.

It is always fun working with fashion especially clothing ... tuning in to what ticks the boxes for young minds with their strong likes and dislikes.

The last time we worked on Lemax was the campaign we shot in Ladakh in 2010 during the Flash Floods working with Darren Centofanti ... where we delivered an amazing campaign working amidst the disaster. ( For those who might be interested - https://www.youtube.com/playlist?list=PLCD302C9549776B47)

We got around to tuning into the brand again after almost a decade. What we had was a really shoe-string budget ...

This time, we went on a journey ... exploring the lingo of the Millennial and seeing how we could tie up the product line and offerings to the life and lifestyle of the Millennial We drew our research from the Urban dictionary, Urban global slang, memes, texting etc., countless articles and our conversations with a number of millennials across the spectrum of our target group.

Woke. Slay. Keep it 100! Fleek. Humble Brag. RAD. Humble Brag. Hustle. Power Move. MOJO.

Do these words mean anything to you? They do ... to the millennial. Where positive self-image, attitude, confidence, keeping it real, gaming, an athletic lifestyle, a fond but sarcastic relationship laced with humour with parents, a mix of nostalgia and new exploration, tech-savvy, young solopreneurs. gig ... all fuse into these very grounded, but eager to explore their own style and journey generation uncluttered by baggage of Gen X ... Our aim was to traverse the just out of teens Gen Z and cater to the Gen Y ...

We also created layers of boredom within the campaign, as the generation is prone to quick boredom with a tendency to move on to the next big thing. Most of the crowd have already gone past the urge to hustle and are content to rule it cool. They have also gone far beyond the Fear Of Missing Out (FOMO) or the Joy Of Missing Out ( JOMO) but instead is sure of their MOJO ... Power Move at work is all about making a confident statement while climbing the corporate ladder which itself is shown to be a transparent one, indicating their willingness to only be part of places that showed transparent growth potential and easy to perceive layers. The subtle reference to the dream catcher indicates the imagery of the millennial dream ... and their ability to keep it at reach. This is a generation that has outgrown Woke to even be sarcastic about it ... where being Woke is almost a norm rather than the in thing. The garment collection is woven into the creative thought. Semi-causal wear, casual wear, Impression wear, natural wear, retro wear etc. For example illusion to memes on 300 and retro wear, Keeping it 100 implying staying real showcases the sustainable collection and so on.

Finally, it is the team energy that makes it a fun productive day at work! The size of a brand does not matter. It all boils down to the fight left in the brand. As long as a brand wants to still fight in the market, we will extend our best support in making that happen. Be it in working in a flood or trying to reinvent past the Corona Crisis ...

Client: Lemax Jeans Photography: Waseem Khan Styist: Rin Jajo Creative Ideation and Direction: Srividya Srinivasan Production Team: Rasters Media Integrated Talent: VC Talent Location: Studio11