Apex Footwear Limited Maverick

Free To Be

Agency: Lie to Eye


We wanted to re-establish Maverick as a fashion brand that inspires people to be free, be themselves. Maverick not only wanted to celebrate the people who has already been living by their rules but also encourage others to do the same. So, we decided to craft the most unique communications around the characteristics of mavericks and engage the youth to embody that persona.

So we sang an ode to the mavericks through the launch AV where every cast and crew were real life mavericks. The AV was not only meant to be a fashion communication but also as a tribute to the Maverick Mindset. We highlighted mavericks from different walks of life and wanted to inspire the audience to be free in their choices.

The campaign was amplified through Digital, Press, Billboard, Activations and Giant Display Screening. In Social Media, we published lifestyle photoshoots, product videos and featured the stories of 3 mavericks in a series named Mavericks of Bangladesh - MOB

This professional campaign titled 'Free To Be' was published in Bangladesh in November, 2021. It was created for the brands: Apex Footwear Limited and Maverick, by ad agency: Lie to Eye. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted over 1 year ago by Head of Art: Pulak Das of Lie To Eye.


Agency: Lie to Eye - LTE
Head of Creative Strategy: Mashfique Khalid
Head of Art: Pulak Das
Group Strategy & Media Manager: M.h. Sawon
Group Account Manager & Head of Films: Arafat Mohammad
Account Manager: Sakib Ahsan
Jr. Client Service Executive: Aisha Anamika Khan
Junior Copywriter: Zaria Amreen
Junior Planning Associate: Mohammad Shahabuddin Shohag


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