Launching Hackett’s SS19 Aston Martin Collection

The Brief

In anticipation of their upcoming partnership with iconic British automotive brand Aston Martin, Hackett asked us to shoot their new collection in a way that was fresh, original and appealing to their broad range of customers, but at the same time gave a nod to Aston Martin’s rich brand heritage.

The Work

We leveraged our existing relationship with Aston Martin to create content that spoke to both Hackett’s fashion prestige and Aston Martin’s racing history.

Working in collaboration with the brand creative team at Hackett, we explored what the Aston Martin Racing and Aston Martin by Hackett worlds looked like in terms of their location, architecture, people and activity and developed a personality profile for each of these spheres. These profiles then became the overarching guide for our creative which was characterised by a dynamic layering of shots of the clothing with atmospheric footage of Aston Martin cars and the open road.

In total, we created 25 composited stills as well as 3 bespoke branded films in a variety of different formats, from portraits optimised for Instagram Stories to 2:3 in-store video screens.

The Impact

Our assets were showcased across Hackett’s website, social channels and stores worldwide, driving significant uplifts in traffic. Aston Martin also commented on how much they the work, strengthening the partnership between these two iconic British brands.