For Spring 2022, Teva decided to highlight their roots in the outdoor community by featuring their most well-known sandal, the Hurricane XLT 2. The task at hand was to tell stories of the product’s reception of the brand’s explorer community, being that the sandal is a flagship icon of the brand and it’s use cases are endless.

As a result, the campaign’s tagline organically surfaced as “Iconic utility for infinite possibility.”

When the time came to concept and execute the look and feel of the campaign, the tagline is ultimately what drove the graphic approach. In order to stick to our roots, it was only neccessary to craft a graphics package that could be utilized in a number of ways, with a primitive hand-drawn aesthetic.