Joanna Reagan Ewing



x UO

In Fall 2016, Urban Outfitters and Dickies collaborated on a limited-edition workwear capsule based on the heritage designs of the brand's core silhouettes. To support the collection, UO's Marketing and Imagery teams took the opportunity to showcase personal stories from young women in a wide range of professional roles. 

The branded content campaign documented a day at work in practices ranging from metalsmithing, architecture, and skydiving to film directing, skateboarding, styling, and photography. Designers, artists, directors, and athletes alike shared insights regarding personal and professional goals, experiences, and career highlights. Assets were then shared across social channels and in mobile video and e-commerce creative.

Credits + Thanks

Brand Partner

Devyn Galindo
Brittany Asam, Pamela Lopez Grant, Martine Syms, Tania Enriquez, Aubrey Bauer, Jesse Hammer, Devyn Galindo, Caro Ramirez, Christina Yuan, Meghan Eng, Josseline Diana Marroquin, Tierra Cobb, Esperanza Cisneros, Jade Dominique Reese, Alize Montes, Alondra Gonzalez

Director of Content + Curation 
Rachel Albright
Director of Brand Marketing
Stacey Britt-Fitzgerald
Styling Lead
Brittany Asam

Executive Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date
Fall 2016