A new assortment of the best-selling Cirruslite down jackets was set to drop in early Spring. The prints and colors were fresh, compared to the basic blues, blacks and reds
of winter outerwear. I wanted an approach that signaled something to be excited about messaging rather basic coats and jackets to the customer since the previous September. By February the weather is not as cold, the sun is higher in the sky... but you still need
a jacket. So get-out-and-do-it was the theme, brought to life with empowering personal calls to action in handwritten lettering. The campaign headline, "Shine On" nods to the radiant sun but also to the celebration of self that comes with a new year. The creative is anchored in in upbeat photography of models celebrating the outdoors, complete
with sun flares.