Aligning brand personality with creative

Connor came to us with a brand personality and image that were somewhat misaligned. The first step in conceptualising and art directing their seasonal campaigns was to redefine a visual interpretation of their personality, and establish new guidelines for photography and styling.

Moving towards a more authentic expression of the ‘Connor man’ was critical to connecting with core customers — everyday guys who are easily intimidated by fashion and shopping for clothes. With a more candid approach to photography and relaxed styling, the brand could now been seen as more relatable and easy going, with a natural, modest and effortless look.

The AW20 campaign comprised stills and motion for both casual and smart collections, to be used in store, in visual merchandising, online and across social channels.

A season of optimism

After the success of the AW20 campaign, our second season with Connor bought with it new opportunities and a new set of challenges. Anticipating our emergence from a Covid-dominated retail landscape, the SS20 campaign required optimism and positivity to re-engage customers and remind them that Summertime was on the horizon.

Photography by Chris Ferguson

Creating the campaign during restricted travel conditions meant remote creative meetings, production and art direction. With a nimble, dedicated team and trusted creative crew on the ground, we art directed the Sydney-side campaign from our Melbourne studio.

Grooming by Gavin Anesbury

Grooming by Gavin Anesbury

The SS20 campaign comprised imagery for both casual and smart collections, to be used in store and windows, online, and across social channels.