Concept, Art Direction, Set Design, Photography

Client: Odd Pears


A Monday to Friday guide to different ways to pull up your socks.

Oddpears is an Australian brand of super colourful and beautiful designed socks with a peculiarity: one pack comes with 3 socks, two of them are identical and the thrid one is a bit “odd”.

In this campaign we focused on the act of “pulling up the socks” and for five lucky Odd Pears trios we have designed a system which will allow every early morning-still-sleepy bird to get dressed in just one move.

The systems include an array of mechanic pulleys, helium balloons, orange squeezers, kitchen timers and paper airplanes. Thanks to these nifty inventions to shake up your morning routine, getting up and dressed never looked so good.

Pull them Up