BONOBOS SUMMER ‘24
The creative concept for this VACATION ANYWHERE campaign was inspired by the iconography found in classic “Greetings From…” travel post cards — the kind which feature the name of a destination emblazoned in large block letters, with regional scenes and attractions depicted within.
I wanted to portray our “guy” on vacation anywhere and everywhere. No matter his physical surroundings, as long as he’s outfitted in his Bonobos Summer best — linen suits, printed swim trunks, cabana collars — he’s feeling the vacation mindset.
We created distinct vignettes to push the limits of the word “anywhere” — sailing in the Hamptons, working late in a Miami high-rise, camping on a volcano, boarding a hot air balloon in the desert, and even tanning on the Moon.
Our campy sets were designed to look like the the best high school stage production you’ve ever seen. We cast crew members to appear in frame, puppeteering wooden birds and operating leaf blowers.
Shot on film to drive home the nostalgic Summer travel narrative, these images are some of my favorite I’ve ever created for Bonobos.
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PHOTOGRAPHER ............. Josefina Santos
SET DESIGN ...................... Hans Maharawal
STYLIST .............................. Maggy Terrill
DP ......................................... Soren Nielsen
GROOMER .......................... Brent Lavett
TAILOR ................................ Sylvia Grieser
PRODUCER ........................ Get It Productions
TALENT ............................... Seb Hungerbühler
BONOBOS SPRING ‘24
Set in Palm Springs, this seasonal campaign followed a group of four on their desert oasis getaway ahead of a weekend wedding. Tasked with speaking to multiple marketing stories in one production, we created a brand anthem that spoke to Clubhouse style, Wedding tailoring as well as general Spring product newness.
We defined distinct style personas for our four models, allowing each to represent a different version of our customer — Sporty, Fashion Forward, Bold and Preppy
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PHOTO ....................... Clement Pascal
DP / EDIT ................. Ben J. Elias
STYLIST .................... Maggy Terrill
GROOMER ................ Andre Gunn
PROPS ....................... Ryan Patrick Glennan
TAILOR ....................... Irina Tyan
PRODUCER .............. Get It Productions
TALENT .......................Kush, Jacob, John, Max
STILLS PHOTO ........ Ben Alsop
SOFT STYLIST ......... Bettina Budewig
ANIMATION .............. Alex Antonia
The brand anthem received 281 million impressions on social, and 31 million on streaming. The campaign lived on 4 screens in Times Square from February through May — my third TSQ placement with Bonobos.
BONOBOS SPRING ‘24
The intention behind this campaign was to refresh the Bonobos tailored landing page, which launched in Spring 2023 — an educational customer touchpoint designed to highlight the meticulous craftsmanship that goes into the brand’s tailored offerings.
The launch of this page resulted in significant growth in revenue and order volume for the category — bringing in $59 million in 2023, over 20% higher than the previous year.
This Spring 2024 refresh focused on the versatility of suiting and Bonobos’ unique value proposition which allows customers to buy tailored separates as individual pieces in addition to as a full suit.
OOH placements including Times Square drove customers to make wedding party fitting appointments in Bonobos Guideshops across the country.
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PHOTOGRAPHER .............. Jingyu Lin
STYLIST .............................. Maggy Terrill
GROOMER .......................... Brent Lavett
PROPS ................................. Selena Liu
TAILOR ................................ Sylvia Grieser
PRODUCER ........................ Get It Productions
TALENT ............................... Gabriel, Max
ANIMATION ...................... Alex Antonia
BONOBOS HOLIDAY ‘23
This campaign, dubbed “Après Work” followed our cast as they commuted from the office to a ritzy Holiday party and beyond, ending with the trio grabbing a late night slice off 43rd Street.
Shot inside Grand Central Station at The Campbell — Jazz Age financier John William Campbell’s private office turned cocktail bar — this location was the perfect backdrop for our Holiday party production.
Out-of-home placement for this production included my first digital billboard in Times Square, which ran on New Year’s Eve.
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PHOTOGRAPHER ........... Caroline Tompkins
STYLIST ............................ Maggy Terrill
GROOMER ........................ Kristian Kanika
PROPS ............................... Hans Maharawal
TAILOR .............................. Sylvia Grieser
PRODUCER ..................... Get It Productions
TALENT ............................ Charles, Mikkel, Seb
