ABOUT

Concept:
Summer Suited is a tongue-in-cheek studio campaign that reimagines the British seaside — seaside grass and sand dunes, prop "sea", faux ice cream, and all. Shot entirely indoors during the UK winter, this concept leaned into its limitations to create a playful, nostalgic take on summer menswear that felt confident, accessible and quietly irreverent.

Execution:
With no budget for location or elaborate sets, we styled a “seaside” studio shoot with repurposed fabrics, Etsy-sourced props, and a coolbox and binoculars brought in by our model. The set was a wonderful creative playground — proof that joy and imagination don’t need big resources. We made every detail count while keeping visual consistency with our wider brand photography.

Results:
The campaign refreshed our summer storytelling and struck a chord with customers. It brought humour and personality to our content, and is now influencing future visual direction. A full creative toolkit (colour palette, tone of voice, typography) was developed alongside the shoot to support rollout across web, email and social channels.