DOCKERS®: LIVE ORIGINAL

I oversaw the creative for the first brand campaign for Dockers® in nearly a decade with “Live Original” campaign. The idea was simple: embracing our ethos of being the original khaki brand even though we were not the first.

The takeaway: You don’t have to be the first to do something to be an original. Whether that is cooking or skateboarding — It's not about being the first. Originality is what you do and how you choose to do it.

This led us to our home as a brand, San Francisco. A city known to give birth to original thinkers and movements from Steve Jobs to the Pride movement.

We followed 6 of our ambassadors most notably NBA Champion Jordan Poole and SF born, Lil Dre through the streets of San Franciso to uncover just what makes them originals.

Creative Director:

Rajiv Lahens

Director + Photographer

Sebastien Zanella

Edit + Production Partner:

Dylan Knight + Luke Sirimongkhon