Moss – 2010 campaign

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The challenge
Moss/Moss Bros visual communications had undergone a period of under-investment. Our challenge was to:
  • Create a look and feel that communicated the brand was not merely changing but leaping ahead

 

What we did

  • Secured budget for the brand’s first professional shoot in four years – photography was key to re-establishing the brand’s credibility
  • Matched a younger model with a more classic guy to show the range of products and lifestyles
  • Secured a contemporary London location to minimise travel and location budgets (investment went into the photographer)
  • Produced a behind-the-scenes video to share internally and at moss.co.uk

 

The result

  • The Guardian’s Simon Chilvers and other menswear journalists reported on a ‘renewed’ Moss Bros
  • Campaign shots and video were used in-store, and PR coverage was secured for the first time in three years

 

Behind the scenes shoot:

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