Joey Graziadei x TRAVISMATHEW / DENIM CAMPAIGN
DENIM, ANYWHERE.
Some situations call for jeans. Others definitely don't.
01 / THE PROJECT
DRESSED FOR THE OCCASION. SORT OF.
Some situations call for jeans. Others definitely don't.
Starring Joey Graziadei, this TravisMathew denim campaign takes a simple wardrobe staple and puts it in some not-so-simple situations.
Through a series of absurd scenarios, Joey finds himself wearing jeans in places and moments where denim might be the last thing you'd expect.
The result is a playful, personality-driven campaign that puts a comedic spin on everyday versatility.
02 / MY ROLE
FROM CONCEPT TO COMEDY.
I wrote and directed the campaign, helping develop the creative concept and bring its offbeat humor to life.
My involvement spanned the entire production process, from scripting and storyboarding through directing on set and shaping the final edit. The goal was to balance absurd situations with grounded performances, allowing the humor—and the denim—to speak for themselves.
03 / THE FILM STILLS
CONTINUE EXPLORING.