Guess campaign rebrand
Role: Graphic Designer
Course: Portfolio (Capstone)
This campaign begins by questioning what happens when fashion imagery loses its sense of reality. Real Life Looks Good is a rebrand concept for GUESS that challenges the rise of overly polished, artificial visuals by shifting the focus back to authenticity. Instead of perfection, it celebrates real people, raw textures, and unfiltered moments, proving that what audiences truly connect with isn’t something manufactured, but something lived-in and genuine. This campaign positions reality itself as aspirational.
IN-STORE DISPLAYS
Concept Building
Original ads
The original GUESS campaign relied entirely on AI, using generated models and clothing across all visuals. In response, I sketched new concept ideas that incorporate what’s real within a world of fake, using those explorations to push against uniformity, over-perfection, and lack of personality, and ultimately shape a campaign grounded in real human presence.
Sketches
I went through three different concept ideas before landing on my final direction, “Real Life Looks Good.” I used sketching to explore different ways GUESS could move away from AI-generated perfection and feel more real, highlighting natural, unretouched beauty to frame everyday people as they belong in a gallery. This process helped me figure out what felt the most authentic, which led me to focus on real-life street photography and capturing style as it actually exists, not how it’s artificially created.
