Client

Urban Outfitters - spec ad

Challenges

This Instagram spec ad targets young women living in urban areas. They love streetwear trends that are effortless. They want their peers to recognize them as being fashionable, yet having an understated style. The goal is for Urban’s new Washed Crew Neck to be their go-to summer sweatshirt.

Solutions

Avoiding overt directness and urgency, I used casual language to mimic the target audience’s lingo, subtly suggesting need. The tone is laid-back and friendly, hinting that the sweatshirt will make their peers see them as trendy, but not showy.