Wrangler Jeans
Branding + Product Activations
Year:
2024
My Role:
Art Director
Categories:
Branding, Digital, Print
In 2024, Wrangler saddled up for a season of standout moments—partnering with artists, influencers, and brands to take their iconic style on the road. From the grit of Stagecoach Music Festival to the swagger of a Hot Wheels collab, the brand needed bold, high-impact product kits designed to turn heads and spark conversation. As Art Director, I led concept development and creative direction across a series of custom activation boxes crafted for celebrities, tastemakers, and Wrangler’s most devoted fans.
1. Wrangler x Lainey Wilson
When Wrangler teamed up with country star Lainey Wilson, the goal was clear: celebrate her deep-rooted love for the brand and launch a product line that felt as bold and grounded as the artist herself. I worked alongside Lainey’s team to transform personal graphics—symbols of her story, style, and southern grit—into a striking custom box design, inside and out. Packed with exclusive apparel, custom patches, and a handwritten note from Lainey, the box was sent to top influencers ahead of launch, sparking a 15% spike in brand engagement across social channels.
2. Wrangler x Hot Wheels
To celebrate a decades-long collaboration between two icons of Americana, Wrangler and Hot Wheels rolled out a limited-edition product kit built for collectors, car lovers, and denim diehards alike. I led the creative direction for the box design, fusing bold Hot Wheels visuals with Wrangler’s western grit. The exterior nodded to vintage flames and racing stripes, while the interior featured a race flag base overlaid with the signature orange track — a playful contrast to the heritage logos and throwback car numbers hidden throughout. Packed with collab apparel and a custom die-cast Hot Wheels car, the box was delivered to influencers and press, driving a 10% lift in Gen Z engagement and a 20% boost in shared content views.
3. Wrangler x Stagecoach
As the desert sun rose over Stagecoach 2025, Wrangler made its presence known with a full-throttle festival push, headlined by a custom influencer box designed to spark content and drive fans straight to the brand’s on-site Western party. I led creative direction for the box, drawing from retro road signs, dusty highway maps, and Wrangler’s timeless western roots to craft a visual experience that felt pulled from a cross-country playlist. Packed with festival-ready apparel and nods to the iconic Stagecoach sign and Ferris wheel, the kit landed in the hands of top influencers ahead of the event, fueling outfit posts and unboxings that helped drive a spike in on-site activation engagement.
