By Audrey Kemp | Junior Reporter

October 13, 2022 | 3 min read

Lee’s latest campaign introduces a new ensemble of talent and music from Sam Tinnesz.

Lee, the 130-year-old American denim brand, has launched its latest ‘LeeOriginals’ featuring new talent and music, and an ethos of finding the bold in the mundane.

Concepted and shot by photographer Mark Seliger and styled by costume designer and stylist Arianne Phillips, the creative marks the second iteration of the brand’s ‘LeeOriginals’ campaign. It aims to highlight individuals who approach moments – big or small – with boldness and optimism. It also features a suite of new talent as well as the single New Wave from Nashville songwriter Sam Tinnesz.

people in jeans

“This campaign embraces those moments where denim and self-expression merge,” Seliger said in a statement. “Casting was important – I wanted multi-faceted individuals who may be well known but feel very familiar and real. We created a storyline for each character and gave them the space to put their stamp on the film, and incorporated their personalities by using some of their own personal items. The result showcases that as they wear Lee they remain true to themselves and original.”

The new creative also introduces a fresh cast, including models Tai Verdes and Yuka Mannami, actor Deaken Bluman, singer Natalie Nootenmboom, dancer Vinson Fraley, artist Mell and snowboarder Cherokee Jack. “We love a great story, and this season’s cast of originals has plenty of tales to tell,” Lee’s vice-president of global brand marketing Brigid Stevens said in a statement. “Tai Verdes started working at a mobile phone retailer and now is performing on stages around the nation; Yuka Mannami was discovered as a model while working as a nurse and now walks runways around the globe. These are just a couple examples of how our cast has carved their own path and done the unexpected.”

Lee’s media agency Tinuiti handled the campaign’s digital component, which launched across Lee’s TikTok, Meta and SnapChat accounts as well as streaming video via OTT, YouTube and Twitch. Creative agency Noble People handled out-of-home (OOH) content, which will target New York City’s creative neighborhoods SoHo, Meatpacking and Bushwick, as well as select locations in Los Angeles, Chicago and Atlanta.

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