CONTENT

kurt
hughes

GENERAL PANTS 'REBRAND'

REFRAME CAMPAIGN

This social campaign was a part of a larger 'rebranding' strategy designed to ​explore the limits and potential of personal style in a world that is gradually removing strict boundaries. 

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Tapping into talent across the media, music & fashion scenes of Australia, GP created a social series involving short-form video and image content to further unpack the key ideas of the campaign. 

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Photography + video: Charles Grant

Direction + Production: Jade Dunwoody & myself.

Talent: Jaycee Mentoor, Christian Wilkins, Rob Tennent, Yasmin Suteja, Cedric Pasco

DOUBLE TAP x

BOO SEEKA

The Double Tap series is dedicated to telling the stories of creatives within their respective fields. Partnering with a hero brand, the video series explores the nitty-gritty and intimate parts of their careers. 

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Australian brand Dr Denim partnered with the ectro-pop duo Boo Seeka just before their  show at the Enmore Theatre. 

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Video: Charles Grant

Direction + Production: Myself. 

Talent: Boo Seeka (Ben Gumbleton & Michael May)

KSUBI TALENT SEEDING

Following the launch of the Ksubi x Kendall Jenner campaign, GP wished to further the narrative through talent seeding to showcase various styling. ​

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It was my responsibility to source, manage agreements/expectations, and photograph talent styled in their Ksubi garments.

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Photography: Myself

Talent: Kiara Zapanta, @thefashionheist, Justice Jones

CARMADA x THREDO

O-WEEK

kurt
hughes

CARMADA

In conjunction with their annual O-Week festivities, General Pants collaborated with electro-pop duo Carmada ​to create hype and brand visibility.

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Travelling to Thredbo for the weekend, GP put together a party with Carmada headlining the event. Partnering with brands such as Polaroid and Le Specs, GP also boasted an enormous gifting sweet for the attendees.

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Production & Partnerships: Georgia Flynn

Socials: Myself.

Talent: Carmada