The Ask: Bring Ed Hardy back into culture with a fresh campaign that connects with a younger audience.
Background: Ed Hardy was huge in the 2000s—loud, bold, and everywhere. But it became overexposed and faded out. Now, Y2K style is trending again, and there’s a chance to reintroduce the brand with a new edge.
Problem: People remember Ed Hardy for being “too much,” not for what made it cool: real tattoo art and a rebellious attitude.
Insight: Gen Z loves bold, personal style—and they want brands with a story. They're not afraid to stand out.
Solution: We tap into Ed Hardy’s tattoo roots and bold style. The campaign invites people to express their energy through fashion, art, and personal stories—making Ed Hardy feel fresh, fearless, and authentic again.
Role: Strategy | Art Direction | Copywriting
Team: Aaron Walker
