Very Polite is an internationally integrated communications and creative agency with studios in Vancouver and Toronto, Canada.
We help brands forge lasting relationships with consumers across a network of media-technology platforms using targeted content. We think differently, with a focus on emotional resonance, connection and responsiveness.
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.
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.
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
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.
Models: Jessica, Aspasia, Scott, Sara, Darya (Lizbell Agency), Jordan (Stranger Agency), Dom (Richard’s Models) Hair & Makeup: Paula Lanzador, Becca Randle, Erin Klassen, Hyesoo Sohn (Nobasura) Stylist: Caitlin Sheehan, Caitlyn Beattie Photographers: Alex Ting, Casandra Parto, Alan Chan