Brief: To launch Westside’s new menswear brand Ascot, and create a visual differentiation through a press campaign and in-store creatives, keeping in mind that the brand was entering an already crowded space.

Concept: We positioned the brand as the one for the man who is a thinker, is well read, sophisticated, yet casual; an individual, whose interests lie beyond the formal voice of the conference room - The modern-day renaissance man. This concept was portrayed through ‘real’ and casually styled fashion shots, with the man in a contemplative mood while he is dressing up, with the mood lighting being deliberate. The visuals are in stark contrast to the typical crisp shirt and tie visuals of menswear brands. The product shots were also styled to follow this visual story.

Agency: Publicis Ambience