In tattoo culture, the phrase "Bold Will Hold" is often used to describe the superiority of classic tattoo styles simply because black ink and clean lines hold longer over time than new-age styles. Similar to this ethos, American Vintage is a classic Hard Iced Tea made with authentic steeped tea flavour. And just like that, the Bold Will Hold campaign was born. 

Using film grain effects and rough, weathered textures, we shot photos that were the antithesis of perfectly polished Instagram feeds.