"In Your Element" Men's Wearhouse Fall 2014 Brand Campaign
For Fall 2014, the marketing team was challenged with creating an overarching brand campaign that would encompass not only the Men's Wearhouse core brand trend shoot, but also the Joseph Abboud line of suits and sportswear the designer created exclusively for MW. The "In Your Element" campaign was built to be able speak to the individual and the product. It plays off of the season as well as the building blocks of a man's wardrobe and the higher-level messaging of comfort and confidence a Men's Wearhouse customer will have.
The MW "trend" portion of the campaign was shot on location in San Francisco to capture assets for both promotional and editorial features both online and in-store. "Style Elements" speaks to the designer brands, trends and general product that MW carries. The look is approachable, more everyday. The locations capture urban America, neighborhood destinations; places in which he's on the go and part of daily life. The focus is Story first, then Product and finally, Style.
There's never a dull moment on location with the MW team and especially with photographer Chad Riley. Weather it's creating effects with local foliage, pressing a tie without taking it off the model, or having our generator run over and turning it into a shot opportunity... we always find a way to keep things interesting.
Joseph Abboud's sportswear collection was shot in Brooklyn, NY with the designer himself leading the styling and execution of his creative vision within the campaign guidelines we'd developed. "Signature Elements" was chosen for JA messaging to speak to the fine details in construction and design that Joseph features in the collection. For JA the look is more of a ruggedly handsome, slightly more mature man. The locations shift to more metropolitan America, and outdoors for sportswear. The focus is Story first, and emphasizes Style before Product. Considerations had to be made to differentiate the product and campaign from the launch of the new, more upscale, Joseph Abboud Collection brand store and website.
See full gallery and details here.