The latest campaign for Herringbone/Van lack by Prodigy director Dael Oates aims to highlight the fashion brand’s exclusively tailored, made-to-measure suit range and has launched globally this week in Van lack stores across Europe and Australia.
The 90-second in-store and 60-second online Made to Measure campaign, shot directly for the client, saw Oates work alongside freelance producer Marge Mcinnes and director of photography Peter Eastgate.
Oates said he had a long standing collaboration that complimented each others’ style.
“This was a project that we took on together for the love and to explore a visual language that we have been experimenting with in our photography,” he said. “To conceptually represent the idea of 'perfectly balanced tailoring' the image of a man standing on a tightrope is a fantastic visual metaphor, plus it works incredibly well for the Herringbone brand.”
The director’s vision was to create 'the dream' sequence of walking on a tightrope, moving away from any literal interpretation: “We wanted this to be a think piece, a sensory experience and one that the viewer can be immersed in – to float through as they would in a dream.”
Herringbone creative director Carina Hicks said the tightrope metaphor was a perfect visual springboard for the film.
“We just loved how the idea encapsulates precision, balance and elegance,” she said. “These are all things important to Herringbone's ethos in its own tailoring. Dael, Pete and their team pulled off an amazing and unexpected piece of film.”