Director and photographer Kevin Zacher worked with The Richards Group for their client, Abercrombie & Fitch, on the “This is the Time” campaign. The commercial and accompanying print campaign (Zacher also served as the photographer), showcases an appreciation of this unique stage in their customers’ lives by linking the adventures they are on to the heritage of the Abercrombie & Fitch brand.
Adweek praised the spot – “Abercrombie & Fitch and its new agency of record The Richards Group dropped a powerful coming-of-age campaign, “This is the Time,” aimed at tapping into the changing lives of the apparel brand’s core customers, 21- to 24-year-olds.”
Director: Kevin Zacher
Client: Abercrombie & Fitch
Agency: The Richards Group
Campaign: “This Is The Time”
Copywriter: David Canright, Creative Group Head
Art Director: Lynda Hodge, Creative Group Head
Producer: Sheri Cartwright
Rhodes spent the day in Fayetteville, N.C. (home of Ft. Bragg), with Delta Force, the Army’s elite special mission unit. Rhodes photographed the men training and the technology they use during missions.
Photographer: Ricky Rhodes
Magazine: Popular Mechanics
Associate Creative Director: Allyson Torrisi
Automotive Editor: Ezra Dyer