For the launch of the GAFFER x Beautiful Struggles ‘Journeyman’ Varsity Jacket, FALSE 9 led the creative direction and production of a global campaign built around the journeys, experiences and struggles that shape us.

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Inspired by the traditional varsity jacket - where patches represent achievements and milestones - the Journeyman concept reimagined them as badges of honour: symbols of the places, memories, setbacks and successes collected along the way.

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Shot across New York, Paris, Berlin and London, the campaign featured a cast spanning sport, music and culture, including Ivan Toney, Maz Pacheco, Shanice van de Sanden, Demit, Sainte and Omari Hutchinson. Each chapter placed the jacket within a different city and cultural context, creating a campaign that felt both globally connected and deeply personal to the individuals wearing it.

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Through a combination of portraiture, fashion imagery and storytelling, we created a visual world that gave the product meaning beyond the garment itself - celebrating movement, perseverance and the experiences that ultimately define us.

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At its heart was a simple philosophy: the journey is as important as the destination.

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