The ROC: Rocking Out With the Whole Family

In a massive and very swift undertaking, brand strategist/designer David Gensler and Native/DBG, the design unit of the ROC family of brands, did a fashion version of All in the Family. The ROC, by the way, is an entertainment/fash

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In a massive and very swift undertaking, brand strategist/designer David Gensler and Native/DBG, the design unit of the ROC family of brands, did a fashion version of All in the Family. The ROC, by the way, is an entertainment/fashion empire founded by hip-hop entrepreneurs and Roc-A-Fella CEOs Damon Dash and Kareem Burke, co-owned by Jay-Z. The brands embody a dizzying panoply of urban marketing possibilities, including Armadale vodka, C. Ronson, State Property, Rocawear, ROC Music, Roc-A-Fella Records, Team Roc, Roc-a-Fella Films, Dash Films and even some magazines. Native/DBG's new print work for Roca Wear, State Property and Team Roc run the gamut from black and white color-by-numbers-styled portraits of hip-hoppers to sexy photographs by Albert Watson. As Gensler explains it, "There are seven total campaigns that were completed in one week: Roca Wear Mens, Juniors, Kids, Toddlers, Accessories, and Team Roc and State Property. We worked with Cyclops, Albert Watson's production company to help pull the whole thing together. It was a huge job - around 1,000 images were produced. We entitled the campaign 'La Familia,' which mirrors the internal brand platform language. We're pulling everything together this year with one universal brand position: 'Family.' The positive and universal meaning of 'family' is a logical choice, because the ROC is just that, one big family - all our brands, all our artists and, most importantly, all our consumers make up our powerful and expansive global family.

"For the main Roca Wear campaign," Gensler continues, "we wanted to shock the industry by removing all the flashy, overdone imagery, so we focused on super-clean and honest portraits." In addition to the shots of a funky model by the name of Ohmyra, "we shot the artists with their children. We wanted to show as much honesty as possible. Team Roc was shot in Harlem and we used real kids, no professional models." However, notes Gensler, "the State Property campaign goes in a different visual direction. We pulled our inspiration from Russian, Chinese, Cuban and American propaganda posters. We want to showcase the overwhelming success of the clothing brand and the music. Each visual element was hand drawn, then converted into 3-D.In some ads, there are five different custom layers." And as many websites. See www.nativedbg.com, www.rocawear.com, www.state-property.net, www.cyclopsnyc.com and www.eneone.com for more.

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About

Credits
Date
Feb 18, 2004
Photographer:
Albert Watson
Executive Producer:
Liz Watson
Executive Producer:
Mike Jurkovac
Art Direction/Copy/Design:
Aki Spicer
Creative Director:
Aki Spicer
Creative Director:
David Gensler
Master Strategy:
Kareem Burke
Master Strategy:
Damon Dash
Master Strategy:
David Gensler
Art Direction/Copy/Design:
Eneone Eneone
Art Direction/Copy/Design:
Native/DBG Native/DBG
Client:
The ROC
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