Challenge
Drive summer sales by positioning the Dealmaker 5-Pocket as the go-to warm-weather pant, even in peak heat, while simultaneously supporting shorts in the same lightweight fabric.

Creative Approach
We built a relaxed, sun-drenched visual story centered on easy summer moments, showing how the Dealmaker’s lightweight performance fabric keeps guys comfortable whether they choose pants or shorts.

Results
Delivered a cohesive summer content system that reframed a core pant as a warm-weather staple while showcasing real, relatable moments of guys doing what they actually do in summer resulting in authentic storytelling that strengthened both pant and shorts performance.

CD: Erika Wolfel
Photos: Harrison Hillman