In Fall 2016, Urban Outfitters and Alpha Industries partnered together to promote an exclusive collaboration. UO's Marketing and Imagery teams curated a group of emerging menswear and music talents to represent the brand's trademark bomber jacket silhouette.
Starring hip-hop artist Denzel Curry, the branded content campaign included editorial imagery, interviews, influencer seeding and social coverage, and a collaborative music video for Denzel Curry's Zenith track, produced as part of the UO Music Video series. The Alpha collection release was celebrated with a live after-hours performance by Curry at UO's landmark Herald Square store in the heart of New York City.
Credits + Thanks
Denzel Curry, Caleb Steph, Bloody Osiris, Trè Samuels, Nathaniel Dam
Creative Director, Brand Imagery
Director of Content + Curation
Director of Brand Marketing
Jason Fenech +
Executive Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing
Chief Creative Officer