2017 FW JDX

Campaign, Catalog, Outdoor Advertisement

JDX is a golf apparel brand that recently launched 3 new lines “X1, X2, X3” as part of the company’s efforts to expand into daily wear. We changed the names to “X-life, X-swing, and X-motion”, so that the names were more intuitive to the customers, and launched a new campaign and catalog to underscore the distinct characteristics of each line.

For the shoot, we prepared unique themes to accentuate each line’s distinct attributes. X-life line used urban backgrounds to express that it could be worn in daily life, and the X-swing line used golf clubs as objects to directly express that the line is golf wear meant for going out on the field. X-motion was filmed with a more dynamic atmosphere and made use of straight lines in the background and focused on the model's etiquette to convey that the line is meant for an active lifestyle.