ARMANI eXCHANGE
“LIVE WITH COLOR”
My Role: Campaign ideation, creative direction, video direction
Talent: Hanksy (Adam Lucas)
Creative Producer: Megan Duffey
DP: Charles Baldini
Photography: Timothy Smith
Art Director: Mike Falco
Recognizing that famous street artist Hanksy's irreverent and edgy style would be a perfect match for the bold spirit of Armani Exchange, InsideHook chose him as the talent for a video feature in which he would create a piece of art inspired by their new A|X Connected watch in real time (pardon the pun).
We combined in-studio and archival footage, macro close-ups (an artist’s paintbrush is never far from his wrist, thankfully), and voice-over to create a dynamic video that vividly showcased the watch’s key functionalities.
Promoted across InsideHook’s digital platforms and Hanksy’s 100K+ social media following, the feature page — which included the video and an interview with Hanksy — achieved over 3x the average time-on-page compared to InsideHook’s branded content benchmarks.
