Brentwood
iStayela, Pass it on.
Style with a story to pass on.
A campaign connecting personal style with the values and stories carried between generations. Through distinctive portraiture and a consistent creative message, Brentwood’s identity moved across outdoor media, transit, digital platforms and print.
Brentwood × Big Zulu
Explore the CampaignCampaign photography
Character in every frame.
Warm studio settings and considered portraiture bring the clothing into a world of music, personality and self-expression. These images form the visual foundation of the campaign, carrying its character from an intimate portrait to a large-format placement.
Gallery
Stills from the campaign
Films
Campaign films
Brentwood Part 1
Background
A familiar name. A story worth carrying forward.
Brentwood’s campaign drew on the connection between clothing, identity and aspiration. The opportunity was to connect the brand’s classic character with a story that felt personal, recognisable and rooted in everyday life.
The communication needed to do more than present a collection. It needed a clear idea that could connect the clothes with the people wearing them—and remain recognisable wherever the campaign appeared.
Idea & inspiration
Not just what we wear. What we pass on.
Pass It On was built around the idea of handing something forward: style, self-respect, confidence and the influence one generation can have on the next.
The creative direction connected Brentwood’s clothing with a broader story of personal progress and cultural identity. Portraiture gave that story a human presence, while the campaign line gave it a simple expression that could travel across formats.
Project
From a personal story to a public presence.
The campaign connected studio imagery, brand messaging and multi-format creative across social media, outdoor placements, transport, retail screens and printed material.
Each execution had a different setting, but carried the same recognisable direction. The work could be encountered in a feed, on a journey, within a shopping environment or in a printed piece—without losing the central idea.
Our role
Connecting the idea to its expression.
Our contribution spanned campaign conceptualisation, research, writing and editing, alongside negotiations with media houses.
That work connected the campaign’s central idea with the content and media applications through which it was expressed. The resulting case study brings the creative thinking and the supplied campaign executions into one coherent story.
Deliverables & channels
One campaign. Multiple expressions.
- Campaign development
- Conceptualisation, research, writing and editing.
- Campaign imagery
- The supplied studio portraiture and visual campaign assets.
- Outdoor
- Roadside billboards and building-scale applications.
- Transit
- Bus and minibus branding shown in the placement material.
- Digital
- Social campaign content and retail-screen applications.
- The supplied campaign brochure and supporting printed material.
- Media coordination
- Negotiations with media houses, as documented in the portfolio.
Related services
The disciplines behind the campaign.
Give your brand a story that travels.
From the first creative direction to the formats people encounter every day, Tales Of The Cool brings strategy, storytelling and multimedia production together.