Jen Matic

UA HALO PRODUCT LAUNCH

With Under Armour’s shift to target a younger consumer, the company launched a new shoe collection to signal a larger, more intentional step into the sneaker market. With the arrival of a new CPO, we launched a campaign to bring new energy and craft a distinct POV that would resonate with the Gen Z audience.

This image design combines art and science — highly visual and technical, this language underscores the study of athlete and performance in a forward and disrupting manner. All multi-frame imagery was created in-camera, honoring the product design intent with the authenticity of the photographic craft.

Photo / Nagi Sakai

A MILESTONE IN WOMENS COLLEGIATE BASKETBALL

The South Carolina Gamecocks and the Notre Dame Fighting Irish were set to compete in the first-ever regular-season women's basketball opener played abroad. Under Armour honored the momentous event by creating a special experience — a limited product collection in collaboration with celebrity sportswear designer Rich Fresh, product photographed by legendary Paris-based photographer Koto Bolofo, and a social-first campaign captured by American photographer Dominique Oliveto.

WHAT WILL YOUR LEGACY BE?

‘Our Legacy denim has purpose. Crafted from the universal fabric of denim, using the best practices and standards in manufacturing, innovated through technology with the most authentic hand, at a fair price. This is our most sustainable denim yet.’

Launching Banana Republic’s everyman denim, I created a campaign that would be as authentic and purposeful as the denim. I wanted to connect with the ‘LEGACIES IN THE MAKING’ among us, individuals redefining the current cultural landscape in their own unique ways.

Targeting a younger, more urban, fashion savvy group, I partnered with Dapper Lou and Dapper Studios to co-create this campaign. Amplifying their passions by allowing them to tell their stories in their own way, we were able to connect with new audiences through a more relevant and authentic lens.

In addition to advertising and organic social takeovers, Lou and I developed a limited edition issue of the denim that was featured in a HYPEBEAST partnership. Within the first 24 hours, that sweepstakes garnered more than 72,000 likes and led to a surge of 4,000 new followers on the BR mens IG account.

Photo / DapperLou
Video / Anthony Prince

Hypebeast Article
Hypebeast Sweepstakes
BR x DS Q&A

FROM BALTIMORE. FOR BALTIMORE.

‘UA celebrates the city of Baltimore with the UNDR ARMR x DVNLLN Collection.

This is a love letter. To a city that redefines resiliency. To the beauty and strength of the Black community that has so much to offer. To the connection and possibilities that sports bring.

This Black History Month, we celebrate Black Baltimore.

Driven by Baltimore artist, Community Leader, Gordon Parks Foundation Fellow, and UA Photographer Devin Allen, whose photos have twice graced the cover of TIME magazine, this collaboration highlights the untold stories of young Baltimore athletes as they persevere and fight to change the future.’

Focused on the core vision of the collaboration, the omni-channel approach was a solid presentation of purposeful storytelling and action. From the pop-up experience in our Harbor East Flagship, a newsprint take away, OOH, the story-led website lander, community outreach and supporting social activations, the UA team and community came together to create and celebrate together.

Creative Director, Photographer / Devin Allen
Creative Lead / Gustavo Uriarte
Art Director / Nathan Grundhauser
Writers / Samantha Schlemm, D. Watkins

UNDER ARMOUR SUPER SHOOT - BRAND REFRESH

Consistency and purpose is the foundation of building any iconic brand. As we looked to update UA’s look and feel to move from Gen X to Gen Z, establishing a fresh, bold, proprietary visual language was step one. Working at the core foundational level, we reset the rules, carved out a solid POV — adjusting casting, styling, HMU, and photography crew. Created with intent, this language would play out and evolve over 2 years — setting a new tone for UA as a young, edgy, premium brand.

Photo / Nagi Sakai
Creative Leads / Nathan Grundhauser, Sarah Seamonson

WWD Article

Inspired by the technical precision and iconic style of fencing, I chose world-class fencers (and real-life couple) Race Imboden and Ysaora Thibus to star in a new take on BR’s rapid movement chino. Their passion for the sport, personal style and authentic story embodies the spirit of the brand.

Video /  Len Peltier, Randall Mesdon

April editorial collection story

Photographer / Ward Ivan Rafik

BANANA REPUBLIC BRAND RELAUNCH

With the addition of the new Banana Republic creative director, Marissa Webb, we wanted to signal an immediate shift in brand direction.

This catalogue marked the announcement of a new Banana Republic POV. Focused on a younger, more fashion forward customer, the brand expression would maximize messaging rooted in the social channel and new experiences. NYFW presentations, retail pop-ups, collaborations with influencers and trend relevant activations became the center of our storytelling.

Additional projects that followed: Olivia Palermo, Closet VIP, Pants for Every Body, #HotDudesReading, 1 Item, 3 Ways , Moody Hues, 10x10, and Sporting Goods.

Photo / Takay, Lachlan Bailey, Coliena Rentmeester, Daniel Jackson
Graphic Design / Geoff Wagner

BANANA REPUBLIC INSTAGRAM ADVERTISING CAMPAIGN

After discussing a strategic change to target trends on Instagram, I ran across an article on the NY Post about an IG account that literally captured: hot dudes reading. The more we joked around about this being a trend, we quickly realized that a partnership with @hotdudesreading was very timely. Aligning the account's insight into the commuter's romantic thoughts about attractive straphangers with a savvy twist on their fashion know-how, we created a platform-relevant campaign that resonated strongly in the community.

"Banana Republic is the only new brand moving into the top 10. The brand launched clever social media campaigns such as the #hotdudesreading campaign this year featuring men wearing Banana Republic clothes while reading a book."  source: Forbes.com 09.21.2015

Photographer / Jen Matic
Brand Strategist / Amy Gilmer
Collaboration/ #hotdudesreading

BANANA REPUBLIC x OLIVIA PALERMO COLLECTION

A 70 piece collection designed by style darling Olivia Palermo launched in Fall 2017. As a precursor, Olivia curated a pop-up boutique with her favorite BR picks, set in a customized environment reflecting her own personal style.

Pop-Up Video / Adrian Mesko
Teaser Video / Alex Antitch
Photo / Matteo Montanari

For the Spring 2019 Dress Collection, I wanted to capture the energy and diversity of urban women — celebrating individual cool with an easy city attitude. We cast a range of 19 women in the NYC metropolitan area to parallel the varied and unique assortment. Shooting at Spring Studios (coincidentally), we shot into the looseness and activity of an on-set, off-set environment: backstage moments, sister moments and portraits. Documenting the excitement around a photoshoot and the women experiencing that moment, we celebrate the spirit and style of the modern woman.

Notes:
Size inclusively, 0 -12

Cast highlights:
4 sets of sisters (1 set of twins!), 1 set of friends, a mixologist, a metal smith, a florist, students, artists, creatives, stylists and models

Photo / Stas May

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April editorial collection story

Photographer / Ward Ivan Rafik

In the midst of fast fashion, we wanted to reestablish the key items for which Banana Republic is known. Celebrating the quality, design and attention to detail, we went back to our roots and shot current classics with Koto Bolofo, a photographer whose history with the brand harkens back to some of our most iconic and remembered imagery.

Photographer / Koto Bolofo

BANANA REPUBLIC HOLIDAY SOCIAL ADVERTISING CAMPAIGN

Versatility was the focus for this Holiday campaign. We wanted to represent the versatility of our collection in a playful yet informative manner.

Photographer / Laurie Frankel

ANN TAYLOR SPRING CAMPAIGN

With a shift in brand and product direction, we wanted to honor the sophistication and ease of the new collection. Shooting graphically with a suggestion of space allowed us to focus on specific moments that highlighted the apparel and celebrated the season.

Photographer / Enrique Badulescu 

ANN TAYLOR HOLIDAY ADVERTISING CAMPAIGN

Celebrating the holidays with the perfect gifts. 'Make the present perfect' was a play on those thoughtful moments and the tokens of affection we gift our loved ones to say just how much we care.

Photographers / Walter Chin, Frederik Lieberath

Fall print advertising and preview lookbook.

Photographer / Regan Cameron

TIGER WOODS LAUNCH & NIKE GOLF RELAUNCH

When Nike signed Tiger Woods, they were thrilled to be sponsoring the future of the game. Tiger represented youth, promise and champion in a traditional sport. They wanted to create a brand that was true to him and his accomplishments, but they didn't want to push away the core brand of Nike Golf which represented another side of innovation in the sport. Both brands needed to feel modern, innovative and different from each other.

MUDD JEANS ADVERTISING CAMPAIGN

MUDD Jeans was relaunching themselves as a socially conscious modern teen girls' brand. The company wanted to update their current market perception of being a  'young, hippie brand' and move towards a more fashionable, relevant positioning. MUDD wanted an evolution with a strong style component while retaining a platform focused on the 'real' girl: a truly unique and expressive individual.

This campaign focused on real girls --- girls that were not defined by convention but their hopes and dreams. What they shared was a common goal: to move the world forward. In each their own way, these girls were conscious contributors to their collective future. We interviewed hundreds of teens in 4 cities, and we were clearly impressed. Their future is bright, inspiring and well within reach.

Photographer / Guy Aroch

FFF SPECIAL EVENT ANNOUNCEMENT

This was a limited edition special project for a private event.

Photos courtesy of KIKI DE MONTPARNASSE