Forty Five is a T-shirt brand born from the 45 RPM Record, the industry-changing record format that gave rise to the single.

Directive: To build a campaign promoting Forty Five’s SS21 line of t-shirts, delivered across social, email, and e-comm.

Execution: A t-shirt is the most versatile piece of clothing in any man’s wardrobe. Through its simplicity, it exudes confidence and creativity, keeping the spotlight on the person wearing it. We wanted to build a campaign that centered the creative process and paid homage to both the hard work and immense joy of making art.

During the recording process, an artist’s clothes need to be comfortable through long nights of work, while expressing their style and aesthetic principles to keep them in a creative headspace.

To bring this to life, we asked musician Nick Waterhouse to get his band together and record two tracks in Hollywood’s famed Eastwest Studios. We shot photos and a video of the process and pressed the two songs to a 45RPM vinyl to sell alongside the T-shirts at launch.

Role: Creative/Art Director, on-location photographer
Stylist/Producer: Dane Vaughn
Studio Photographer: Johnny Pfarr
Graphic Designer: Abbey Cleveland
Video: Chris Braun
Copywriter: Cody Ernst