Chase Lang

Defy Expectations

Conjuring imagery representative of the U.S. border with Mexico, I put together a campaign that highlights the architecture of the University of Arizona’s campus in a way that grounds the viewer in the borderlands.  By photographing students that identify as Latinx, the underlying message represented in the faces and places is emboldened.  While the obvious goal of the campaign was to sell clothing, the resemblance of the architecture of the ENR2 Building to the militarized border Arizona imposes on Mexico presents a different narrative to the viewer- one of struggle and defiance.  The headline, “Defy Expectations” serves as a reminder to always keep striving for progress, no matter what obstacles are in your way.

Below are some examples of pieces from this campaign.

Screenshot-2018-6-25 Be More Than a Fan  Screen Shot 2018-06-25 at 2.38.33 PM Screen Shot 2018-06-25 at 2.39.33 PM Internal Page Banner - Defy Campaign SU Digitals - Defy Campaign Web Banner - Defy Campaign

I photographed and designed this campaign. Isabelle Diamond helped me scout the location. I wrote the headline, “Defy Expectations” which later had, “with the team” added to it to reinforce this campaign was for sports.

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