L+P was tapped by the iconic denim brand to create a new platform and creative campaign that engaged and inspired the youth of America. Enter #WeAllCan—a rallying cry that encourages young people to express themselves, to create their own paths and pursue their dreams. #WeAllCan positioned American Eagle as a brand that exists to empower and enable the freedom to express the real you.
An evolution of the empowering #WeAllCan platform, The BTS 2017 campaign was a portfolio of the diverse, un-retouched faces that represent the next generation of the American dream for everyone. Rooted in denim styling—a signature code of American Eagle, and a wardrobe staple of Young America—the campaign exuded a fresh, contemporary energy that embodied the Millennial attitude.
The campaign combined well-known influencers with up-and-comers to amount to a diverse cast that spanned across races, genders, religious backgrounds and identities—a complete portrait of the multicultural, progressive American youth of today. From dancing to skateboarding, rapping to riding the rodeo, we captured this cast expressing themselves while A Tribe Called Quest’s classic “Can I Kick It” set the mood.