Mavi Jeans

  • Campaign & Catalogue Photography, Creative Strategy

The name Mavi is synonymous with denim around the world. Let’s be honest, most of us have owned a pair at some point in our lives.

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Very Polite lead a visual overhaul for this iconic brand to keep it current and fresh. This included updated art direction for ecommerce, new lighting, styling services, model casting, and process updates. We also created retouching guidelines and relocated all e-commerce shoots from New York to Vancouver for greater efficiency.

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In addition to overseeing casting and studio management, the agency oversaw all production, styling and creative direction (including hair and make-up).  Previously Mavi was limited to product-only shots; however new direction by Very Polite resulted in a cleaner brand aesthetic that is approachable and reflective of the evolution of the brand.

Behind the scenes

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After years of working with Mavi, Very Polite has successfully defined the most effective and concise creative direction for the brand, and this shows up clearly in all current imagery and assets.

Now, excuse us while we go buy our 30th pair of jeans.