True Religion Campaign
This semester-long project is an in-depth advertising campaign for True Religion with the message objectives of persuasion, increase brand awareness, and alter consumer perspective. The big idea is "True Religion jeans combine durability with a bold style. " The campaign tagline is "Built to Perform, Styled to Impress."
Primary Research
The primary research we conducted was content analysis and observation. The findings showcased that True Religion primarily uses the sex appeal marketing tactic with female models. Over the 20+ years that True Religion has been in business, the branding has adapted to pop culture themes. In the early 2000s through the 2010s, True Religion focused on its West Coast foundation and the ideas of Americana. Beginning in the mid-2010s to now, True Religion has leaned into the rap music industry for advertisement themes.
Project Type - Advertising
Date - Spring 2025
Client - True Religion
Role - Art Director
Collaborator: Parker Davis, Joey DeNunzio, Julia Kupizuk, Ashley Kusy
Task - Create a comprehensive advertising campaign with multiple deliverables for the brand of choice.
Brainstorming Process
Target Market
Our primary research methods were content analysis and observation. Through those, we learned that the brand lended itself toward middle-age African Americans. We wanted to flip the traditional marketing efforts on its head to see if we could broaden the True Religion demographic to fit a generation Z age range and all races/genders.
Final Deliverables
3-Piece Print Ads
Instagram Ads
TV Commercial
Viral Video Ad
Out of Home Ads
Guerilla Marketing Ads
Campaign Booklet
