A collaborative campaign between Pretty Green and the Elvis Presley estate. The collection is inspired by the 1961 film ‘Blue Hawaii’, a surf classic starring Elvis Presley in one of his most iconic eras. Influenced by signature pieces worn by Elvis during this time, the collection features camp-collared shirts, retro polos in stripes and towelling fabrics and Elvis branded graphic tees. The campaign content and creative transports us to vintage sun bleached Hawaii, using scenes from the Blue Hawaii movie to provide a backdrop to early holiday messaging. The campaign markets the collection across Pretty Green’s key touch-points: web, email and social.
Art Direction | Pat Salter, Steve Cook & Olivia Miller
Photography | Matt Wilcocks
Photography Assist | Rory Dunn
Graphic Design | Olivia Miller
Motion Graphics | Olivia Miller
Copywriting | Neil Summers​​​​​​​
Using imagery of original scenes from the film ‘Blue Hawaii’, the campaign shoot transports the viewer back to vintage Hawaii via a series of projections positioned behind the model. Daylight lighting and a light grain creates a natural, retro effect.
The campaign film contains BTS, super 8mm footage of Elvis on set of the ‘Blue Hawaii’ film in 1961. This footage is combined with shots taken on the Pretty Green shoot as well as clips from 'Blue Hawaii' - both shot on iPhone. The final film is given a low-fi, super 8mm treatment and is paired with a classic shutter sound effect and Hawaiian music.

Snippets of the film are used to tease the campaign on socials and email prior to launch as well as featuring on the collection discover page.​​​​​
Launching tomorrow, a capsule summer collection inspired by the 1961 film ‘Blue Hawaii’, a surf classic starring Elvis Presley in one of his most iconic eras. #prettygreen #PrettyGreenXElvis​​​​​​​
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