Robbie Williams started his clothing label in honour of his grandfather, Jack Farrell, a working class man with integrity. The clothes were made and the aesthetic was set – classic pieces for the modern man – but the brand needed to bring its founding ethos to life in order to win over the fashion media and get consumers buying the collection.
We created – from concept to art direction and execution – three pieces of video content that captured the man, the mood and the time that inspired the collection. In keeping with this aesthetic, we bypassed the typical glitzy label launch and instead invited key media to a more understated launch party at the Union Club. All in all, we made a big impact on a sceptical fashion crowd.