Own the Original is a 360° campaign concept developed for Alpha Industries, focused on reconnecting the iconic MA-1 bomber with the brand that created it.

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While the bomber jacket is already deeply embedded in fashion and street culture, Alpha Industries is not always recognized as its original maker. Our strategy was not to create demand for the bomber, but to redirect existing demand back to Alpha by making its heritage visible, relevant, and culturally resonant for a new generation.

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Role: Creative Strategy · Campaign Concept · Art Direction · Marketing
Parsons School of Design · 2026