Paul Hanger

Shinola



The brand was looking for a better way to access women. Moving beyond the deeply associated (and boring) industrial vibes, I created a concept that drove a fine art feel. The end goal was to educate female shoppers that Shinola offers luxury products (for women). I was deeply involved in every aspect of the campaign — from model casting and art buying to location scouting and layouts. The results were an instant face-lift for branded imagery and some fucking-fantastic looking content for the relaunch of Shinola.com.

I had always thought the knee-jerk attachment to industrial-porn Detroit was inappropriate and downright boring. It only provided surface level exposure to the beauty and history of what, it seemed, Shinola was really after.



















I lived in Detroit and spent a lot of time exploring its ruins and discovering first-hand why people had such a passionate attachment and love for the city. I didn’t see that in the brand’s visual expression. I wanted to change that.    

For me, the city was beautiful because it had strong history and deep pain. Showing that wasn’t the answer. I wanted to cut through that and show how people emerge stronger and more powerful. That whole process is art. 

So, from the very beginning of the project, I knew the target I wanted to hit. Pulpy, dripping and steeped in art reference. Strong as hell, but really sensitive to composition and form. Get fucking weird. Go big or go home. Welcome to Detroit.