Conceptualising and art directing seasonal campaigns that redefine and strengthen the Connor brand personality.
Scope
- Brand Art Direction
- Brand Guidelines
- Campaign Art Direction
- Campaign Strategy
- Film & Motion
- Full Service Production
Credits
- Photography by Chris Ferguson, Drew Wheeler
- Styling by Ella Murphy
Connor came to us with a brand personality and visual expression that were slightly misaligned. Our first step was to reinterpret and realign their identity visually, establishing a refreshed direction for photography and styling that would guide all future seasonal campaigns.
Moving toward a more authentic expression of the Connor customer was essential for strengthening connection with their core audience — everyday men who can feel intimidated by fashion and shopping. A more candid photographic style and relaxed approach to styling made the brand feel relatable and easygoing, presenting a natural, modest and effortlessly confident look.
Following the success of the AW20 campaign, our second season brought new opportunities and challenges. As Australia prepared to emerge from a Covid-dominated retail landscape, the SS20 campaign needed to signal optimism and positivity — re-engaging customers and reminding them that summertime was on the horizon.
Restricted travel required remote creative meetings, production and art direction. With a nimble, committed team and trusted crew on the ground in Sydney, we successfully art-directed the entire campaign from our Melbourne studio, maintaining creative consistency and momentum despite the circumstances.
