Samuel Berkes - Global Campaigns

The 2016 Maui Jim global marketing campaign was created entirely in-house. I designed the initial layout structure and art directed the majority of the campaign photography on location in Hawaii.

The concept was simply to showcase the beauty of Hawaii in an unconventional way. We did this by facing the model away from the viewer and showing the "view" in the reflection of the sunglasses. While a bit meta, it really resonated with customers. It was unlike all other sunglass brand campaigns.

We only had a few hours in the early morning at the Four Seasons, Maui, to get this photo taken before hotel guests would flock to the pool. The slider here shows the campaign image concept vs. the final capture.

This photo shoot took place at sunrise on the top of Haleakala National Park, home to Maui's highest peak. Sunrise is around 5:30am, so the trek to the top began at 2:30am to get everything established for the shot.

Store banner and pedestal stand execution from 2016 campaign.

This campaign formula was a proven winner and remained in use from 2017-2020. Although the structure stayed the same, I evolved the aspirational imagery to keep it fresh. I meticulously art directed and composited each of these campaign images prior to the photo shoots.

Concept imagery created prior to the photo shoot for the three campaign images above

Some more examples throughout the run of the "View's better from here" campaign

During the initial Covid lockdown, the internal Maui Jim design team was tasked with creating an entirely new campaign for 2021. The only hitch was that our budget was $0. Collaboratively, we leveraged already existing imagery to create a new campaign that was dubbed, "Every pair tells a story." Utilizing product photography that we already had for each style, as well as ambassador photography and testimonials, we crafted this new layout structure for use around the world.

Store banner and pedestal stand execution from 2020 campaign

I created this 2021 campaign alternative as one of the options for consideration. Though it was not ultimately picked to move forward, I have always loved this idea for an advertising campaign.

The internal Maui Jim design team was once again tasked with creating a new print campaign for 2022. The task was a little different for 2022 as the print design was to be based on an agency-produced commercial campaign. While the overall concept of the "Aloha Sun" theme did not originate with the in-house team, it was up to me to determine the visual focus of the in-store campaign.

Store banner and pedestal stand execution from 2021 campaign