Camouflage: Designed to Deceive

To introduce the International SPY Museum's newest, multi-year exhibit, “Camouflage: Designed to Deceive,” which opened this month, This January created the launch campaign designed to stand out and speaks to camouflage in a way that would be impossible to miss. And to do that, the agency used bright, bold patterns that disguises the subject itself within the image, almost like an optical illusion.

This launch campaign focuses on two patterns: one historical darling, Razzle Dazzle, and one contemporary take on camouflage, which is a SPY-red branded pattern designed by the International SPY Museum team. Razzle Dazzle is a camouflage pattern that was originally designed for use in WWI for ships to confuse the enemy about the direction or speed of the ship. It's a surprising and creative story of camouflage during war. To pay homage to that story, This January partnered with photographer Ian Loring Shiver and stylist Minnie Park, and hand-crafted every single prop you see in the campaign, including hand painting the shoes with that pattern. All effects were captured on camera.