Extreme Black Travel-Ready Suit Campaign

Fall 2018

How do you: 1. Promote a plain black suit that’s double dyed so it retains its rich color? 2. Demonstrate that it’s perfect for business travel due to its wrinkle-resistant flex fabric? 3. Make it visually impactful? A challenging brief indeed, until we solved it with two words: NEVER FADE.
Not only did it reference the black staying black, but it spoke to the stamina so often needed on grueling business trips. That then gave us the idea of creating a film that continuously loops over a series of days, but includes small visual changes to demonstrate the escalation of our protagonist’s work pitch and nightlife escapades.
The Hayes Bros had the ingenious idea of using a SnorriCam – a device that attaches a camera to the actor/model, so he films himself and creates amazingly up-close and intimate moments everywhere he goes. Fortunately for us, during an exhausting day, our actor/model Malcolm never faded either.