American Giant

ROLE
Art Direction, Design

COMPLETED @
Academy of Art University

American Giant is a sportswear company most recognized for having made the “best hoodie ever.” The objective here was to design a promotional campaign marketing the company's most loved product.

Although a hooded sweatshirt is a simple closet basic, American Giant has made a name for itself reworking the standard details of a hoodie. Details from the production process (clothing patterns and stitch detailing) are juxtaposed with details of American Giant consumer lives (the worn shoes of a cross-fitter, the gloves of a boxer, boots of a construction worker, etc.) throughout promotional posters and poster packaging.

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