Heflinreps' Artist of the Week Paul Rogers has been chosen to create illustrations for Boden's “Contrasts” campaign, aimed at the U.S. market.
Paul says that his relationship with the iconic British clothing retailer developed in a roundabout way. “I've been taking a group of students from [Pasadena's] Art Center College of Design to London each spring for the past few years, and I've been making a lot of sketchbook drawings of buildings and people from those trips,” he explains. “The folks at AMP Agency in Boston thought that these drawings could be part of a campaign they were working on for Boden.”
Just as the name suggests, the campaign aesthetic is defined by the power of juxtaposition—bright clothing against stripped down black-and-white line drawings, which represent a way of allowing the Boden customer to “stand out against the grey” and “see the world through a more colorful lens,” says Liz Dorrance, Account Director at AMP Agency. Paul was selected based on his years of experience, she explains. “We wanted an artist who could really transform their style to become uniquely Boden. Paul's ability to alter his illustration style to suit the client needs made him a perfect match for this brand.”
It was, not coincidentally, Paul's frequent trips to London that, as Liz puts it, “provided him with the insight to add the small details to not only the people, but the architecture. It's that attention to detail that made [his work] not only British but Boden.” The outcome was a series of whimsical, sophisticated, and very place-specific drawings that could be configured for multiple use.
Keep an eye out for the online ads, running on:
PopSugar Moms homepage, March 20
Real Simple homepage, March 20
New York Times homepage, March 18 through 23
And they'll be in print beginning April 12, with a z-fold featured in Oprah, Real Simple, and InStyle!
Written by Eve Tolpa