We were approached by Oroton to help take steps to shift their brand to appeal more to millennials, while still maintaining their core customer base. They wanted an element of energy and newness to differentiate from previous campaigns, and wanted to dial up their brand credentials of luxury, craftsmanship and modernity.
Our response was to take a creative approach, positioning the key pieces of the season as artworks in themselves with Rose Byrne as our muse. We’d already met her as the face of previous Oroton campaigns, but we wanted to get to know her and find out what makes her tick. Meeting Rose in her hometown of New York we conducted a series of interviews with her outlining her favourite things to do, places she loves, what she enjoys about the creative process. From this, we were able to create a content rich campaign about her artful life. Shot by Beau Grealy, our photographic style took on a fresh, youthful and directional look.