With the release of the Terra-Float 2 Knit collection, Teva came to Wax looking for something beyond footwear. They wanted a way of talking about this collection that would push their communications into a more global and contemporary worldview. After galvanizing their internal team by scripting and producing a "Global Citizen" video that reframed their internal mission and point of view, we proceeded to collaborate with Teva on a campaign that would transform all their communications.
Over the course of a six month engagement, Wax partnered with Teva to produce new art direction, typography, language, editiorial structure, digital design, social media design and animation approaches. The art direction covered a trip to Morocco and a still life shoot in LA. The typography and graphic language reflected the flexibility and playfulness of the collection, bringing a playful sensibility to this dramatic shift in visuals.