What we did
- Advertising campaign
- Brand positioning
- Social media content
Operating internationally, brands find that audience requirements vary between territories. What works in one place, may not in another. Long-established Japanese technical clothing manufacturer, Goldwin, are a company with global ambition. With store openings in Munich and San Francisco, and the launch of a crossover Lifestyle range behind them, the brand approached us with a brief to find a universal visual language to announce their newest pair of high performance jackets across multiple territories.
The set of campaign assets that we created and produced, consisting of videos and still images, position Goldwin appropriately as leaders both in garment tech and culture.
Our films took a narrative approach. For the Element Jacket, a cast of totemic natural beings – the exposed root system of a wildflower, a dripping honeycomb, iron pyrite nestling amongst mushrooms, and an intrepid snail – are recruited to demonstrate the garment’s roster of technical features.
Weaving together the scientific and romantic, the campaign underscores the creative use of cutting edge technology, for which Goldwin is well-known, whilst elevating the brand, beyond familiar sector tropes, for an intelligent and culture savvy global audience.