Wear the PANTS!

These Dockers posters are really eye-catching and beautifully designed. I think it's a fantastic ad campaign! I love that typography (each poster used a different typographer's work) takes the place of an actual model. I love the different typefaces used, and even though it's not necessary to do this to enjoy these, I think it's fun to read some of the text. The textures in the backgrounds are great as well.

This, to me, is one of those ideas that has been done before, but as a series, this ad campaign has added a uniqueness and aesthetic value that surpasses most of the work I've seen that uses typography to fill up a specific shape. Really creative stuff!

Source: Communication Arts Typography Annual 1, Jan/Feb 2011, Pages 104-105

"The fashion and apparel category is a sea of sameness. We wanted to create something distinct, something that would break the category conventions of models and lifestyle imagery. Utilizing different typographers for each ad allowed us to treat each advertisement as a piece of art. By keeping it simple, we were able to get back to what Dockers is all about: men and pants." (Communication Arts, page 104)

Credits:
Michael Kim, designer

Dana Johnston, art director

Craig Erickson, writer
Desmond LaVelle/Julie Scelzo, creative directors

Tom O'Keefe, executive creative director

Am I Collective/Julian Quayle/Craig Ward, typographers

Kevin O'Brien, photographer

Draftfcb, ad agency

Dockers, client