HAKA, A NEW BODY LANGUAGE
Haka clothing was not only inspired by Maori, but by New Zealand's entire sport culture as well. It thrives on the challenge of competition and is driven by performance in every sense of the word. This brand launch campaign consists of both full-page and quarter-page consecutive trade print ads, trade microsite, and a consumer launch ad.
The art direction for the Haka brand look was draws on the traditional Haka dance and ancient Maori tribal art. The brand expression was brought to life by blending the Maori culture with modern day athletes playing Rugby and people engaging in Parkour (the art of moving). Parkour is a discipline where participants move along a path and negotiate varying obstacles while defying gravity.
Ad Photographer: Brion McCarthy
Photographic Art Direction: Greg Bennett
Business Communication System
Consumer Promotion Design
Event & Tradeshow Ideas
Mechanical Production (Technical)
Merchandise & Apparel
Print Advertising & Production
Retail Engagement Design
Strategic Marketing Initiatives
Vendor Sourcing & Management