A performance apparel campaign that doesn't apologize for being expensive.
A multi-channel rollout for Atlas's spring drop — photo, film, OOH, and a campaign microsite — built around a single direct message: this gear costs more because it's better.
What needed to change.
Atlas had just raised a Series B with a mandate to defend their premium price point against new sub-$100 competitors. Marketing wanted a campaign that didn't hide the price — that made the math obvious instead of dancing around it.
How we tackled it.
We built the campaign around a literal comparison structure: every product shot is paired with a counterpart from a sub-$100 competitor and labeled by what it costs in fabric, labor, and origin. The line: 'Pay for the spec. Or pay for the sticker.' Two days of studio shoot, one day on location (Joshua Tree, runner cast in real shoot conditions), 6-week post for retouch + edit, microsite built in 3 weeks parallel.
What changed.
The campaign drove a 187% lift in Atlas's average order value during the 6-week run, and notably increased the conversion rate on their highest-priced SKU (the $215 jacket) by 28%. The 'Pay for the spec' line is now in their permanent brand vocabulary.
WHAT THE WORK
ACTUALLY DELIVERED.
HOW IT
CAME TOGETHER.
Who shipped it.
- Creative direction
- Photo production
- Casting
- Set design
- Post + retouch
- Microsite design + build
The handoff was the best I've ever experienced. Components, tokens, docs — everything labeled.
ONE NODE IN A
BIGGER SIGNAL.
Avant Garde Studio is the design house — one specialist team in a network of Miami creative brands. Need multiple disciplines under one roof? Hire the LaunchPad.
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