FUBU - Can’t Resist a Classic
OVERVIEW
I initially produced a creative spec that re-imagined FUBU’s visual voice. That spec resonated with the team and inspired a capsule collection launch. As a result, I was invited back to direct and produce the official commercial for the released line, moving from speculative idea to a brand campaign.
PROJECT ROLE:
Creative Director
Campaign Lead
Can’t Resist a Classic- Spec
This project stands out not because of a single video, but because of its influence. The original spec shaped the creative direction of a product line, and helped translate that vision into a launch asset that supports broader brand goals.
I end the spec with the title Can’t Resist A Classic as a way of creating a new slogan for the brand so heavily associated with 90’s hip hop.
FUBU X Century 21 Official Campaign
Once the spec resonated with the team and informed the brand direction, I led the production of the official commercial, managing talent, production logistics, editorial vision, and alignment with broader marketing goals. This was FUBU’s first time back in a major retail store after years of selling only online.
Want to guess the name they went with for their new line?
