The goal of the project was to create awareness level work that spoke to Guy Harvey’s love of the ocean and fishing and how that comes through in both his art and his quest to protect the ocean through thoughtful fishing practices and conservation. In addition, a portion of the proceeds from the apparel (which features his artwork) goes to support the brand’s conservation effort.

We wanted to create something that strayed from the conventional approach of showing someone wearing a shirt in an apparel ad or poster. And instead do something more conceptual and visually-driven that prominently featured Guy Harvey’s art work, which showcases his love for both fishing and the ocean. We felt that by incorporating his art into real scenes, it would help grab people’s attention to learn more about his art, his apparel and his conservation efforts.

The work was well-received by the client and consumer and achieved positive sales results!