American Crew, the leading men's professional grooming brand, sought to position itself to both its US and international customers as an essential lifestyle brand for men. The result was AMERICANA, a global marketing campaign embodying the essence of classic American heritage and culture. By using the Road Trip as the storyline, the campaign was able to evoke the brand's sense of craft and classic lifestyle by looking toward the future through the eyes of the past. The narrative of the Road Trips captures the various aspects of American culture and life. Through photography and film, American Film showcased travels across the country encountering various aspects of the Americana lifestyle. The campaign took a 360-approach creating a range of brand assets - from ads and digital applications to retail installations and merchandise - topping it all off with a premium hard cover book.


Silver in Integrated Graphic Design 2018

Created by:

Design Director

Marcos Chavez

Design Company



American Crew

Design Team

Creative Directors: David Raccuglia, Marcos Chavez. Art Directors: Marcos Chavez. Designers: Bryan McCarthy, Zach Bokhour, Eric Garcia. Photogra...