Festival Greetings Through Denim!

The Brief.

India being a land of festivals, Lee – the world's premier denim brand – runs promotional offers for various festive occasions across India, Featuring popularly celebrated festivals such as Durga Pooja, Diwali, etc. we were asked to create posters announcing the same.

The Concept.

Taking forward the inimitable visual language we had earlier developed for Lee, every festival was given a representation made purely out of their apparel such as denims, tees and accessories. Shot and designed in-house, each poster was worked on more as a work of art than as a sales push. Be it dhols (a kind of Indian drum) or boats or mithai (traditional Indian sweets), we recreated the instantly recognisable elements by hand, purely using the Lee products.

The Outcome.

Since the brief allowed a free reign to work with and experiment, it became possible to make for unique communication pieces amidst all the starburst clutter, while having fun with the possibilities. What thus materialised was a representation of festive India, using the brand's products as a medium.