With its re-branding of American Eagle Oufitters in 1994, chief marketing officer Michael Leedy and director of advertising Adam Diamond launched their own in-house production company appropriately titled No Agency II.

Given their combined background in marketing and brand strategy, the duo soon realized that making commercials wasn't rocket science and partnered with DP Ed Lachman, effects artist Patrick Poulatian, and Chrome editor Lance Pereira, in order to by-pass the agency and create more cost-effective spots.

"We built all the resources we needed in house," states Leedy, "and we did so because we found over time that no one really knows our brand as well as we do. The process of getting outside advertising to get up to speed with who we are and what we do seemed to take more time than the end result was worth."

Based in New York, AE Outfitters handles the media buy, visual presentation, public relations, and store design. "It's efficient. I only have to have a conversation with myself," says Leedy. "It's also cost efficient and we can do it at a world class level."

The spring campaign is called "Live Your Life." Shot in Miami it tells the simple story of a girl in love with a boy across the street.

"It's a 30-second spot about doing what you want to do, when you want to do it and really being free," says Leedy. "During the shoot, Ed loved to turn to me and ask if the client was happy. I always responded with, 'The client's crazy but the director's happy.'"

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