We brought the psychedelic world of Sgt. Pepper to life for menswear label Pretty Green

Celebrating a legend. July 2017 saw the 50th anniversary of ‘Sgt. Pepper’s Lonely Hearts Club Band’, and to mark the occasion Pretty Green collaborated with The Beatles on a new collection. The clothing was influenced by The Beatles themselves, as well as iconic elements from the album artwork.

A spirit of invention. Anyways were tasked with helping Pretty Green stand out at a time when everyone was talking about Sgt. Pepper. To do this we devised a flexible art direction for the brand’s team to use across all of their campaign material and produced print and film content to run alongside. Everything was designed to reflect the album’s spirit of invention, and further cement Pretty Green’s association with the music world.

Typodelic delights. To capture some of the rich, psychedelic world of the album we commissioned two vibrant typographic posters based around the phrases ‘All You Need Is Love’ and ‘Spirit of ‘67’. The posters were used in store, with bespoke animated versions used across social channels.

Each poster combined elements of the collection, along with graphic patterns and colours inspired by 60s psychedelia.

Flower Power. We also created social film content based around infinite loop gifs, featuring a model wearing the collection while surrounded by colourful, trippy animations. Elements from the typographic posters were integrated into the films to create a consistent visual language.

Anyways created an engaging campaign that generated awareness of the collection and captured the spirit of Sgt Pepper.

Marketing Manager, Pretty Green