American Eagle × REFERENCE · Holiday '25
Give Great Jeans
American Eagle's Holiday '25 campaign for the Everest screen in Times Square, storyboarded beat by beat.
My role
Give Great Jeans is American Eagle's Holiday '25 campaign, built for the Everest screen at Times Square. Working within the REFERENCE team, my role was storyboards and concept ideas, developed collaboratively.
The challenge
Every sequence on a 3D billboard is a puzzle: a few seconds to land something on one of the most trafficked intersections in the world. My storyboards helped map out how the campaign would play in that space, beat by beat, before it ever went into production.
Storyboards. REFERENCE × American Eagle. Everest screen, Times Square NYC.
The jeans have a display moment
They rotate, revealing the back
The camera zooms out as the jeans begin to fold
Folded jeans stack up as ribbons drop
The ribbon ties around the jean stack
'GIVE GREAT JEANS'
The boards taken into Photoshop and placed on the screen itself, beat by beat.
