THEORY PRE-FALL CAMPAIGN

We set Theory’s August pre-fall campaign against the rhythm of a New York commute in its hottest month.

Shot on a quintessential Theory woman and man, the imagery move through the city’s rhythm: crossing streets, boarding ferries, navigating heat and high-rise shadows.

The campaign captures the specificity of an August commute in New York: movement, intensity, and the cool poise of city life, distilled through Theory’s lens.