A story of friendship and endurance following four friends on a coming–of–age road trip travelling in the footsteps of Jack Kerouac. This campaign involved location scouting across several US states to find a unique, edgy and versatile environment that could capture a one month adrenalin fuelled trip in just two shoot days. Northern California provided small–town main drags, forested mountains, wild beaches, lush meadows, historic architecture and coastal hair–pin bends to help tell the story. We cast two agency models in London and we street cast two more characters in San Francisco and Los Angeles to add an authentic look to the gang. Rough and ready styling not only put the clothes through vigorous physical distress, but we also pushed the characters to their mental and physical limits to create an authentic and gritty campaign.
Concept, art direction, production, casting and location scouting. Photography by Ronald Dick.
Art Direction - Wrangler SS11