It all began back in 1984, when the founder of Bills (yes, his name was Bill) found a pair of World War II-era khakis at an army surplus store. But the brand languished in later years, and passed through a number of different ownership groups with no real direction, leaving the current owner to revitalize the brand. To us, it was clear what was needed – to return the brand to its roots with the Greatest Generation, while creating a certain roguish appeal for the Millennial generation.

Inspired by iconic LIFE magazine photography, we set out to reshape Bills Khakis’ brand through a nostalgic campaign with a twist. Armed with a creative idea, we worked with the American Airpower Museum to style our talent with authentic WWII regalia — everything from the jackets, helmets, parachutes, and even fighter planes! The catch? The pants were Bills.

In post-production, we left the photography black and white, but featured the khakis in their full vibrancy. The striking contrast created a classic yet eye-catching composition. In the ads, we paired the imagery with snappy headlines that gave Bills a new voice with some edge. And the results were game-changing for Bills Khakis. “Project: Bills Khakis Reputation Repair” kicked off in style.