ATTACK THE STORM, THE LATEST MACKAGE CAMPAIGN PROVES THAT BRAVING THE COLD IS ONLY AS EASY AS YOUR PREPAREDNESS
BY OBI ANYANWU
Harsh, frigid winds and piercing flakes are reminders as to why winter is such a brutal season. The stylish sort often foregoes warmth in favor of aesthetics, and those same individuals tend to regret it in the moment. It is at this point where Mackage positions itself as an outerwear brand.
Attack the Storm, the latest Mackage campaign illustrates feelings of desperation and helplessness in a cold, chaotic blizzard. Dancers simulate emotions of defenselessness and despair before finally grabbing hold of a Mackage coat, which brings an end to chaos seemingly in an instant.
If only a fashion piece could control the weather. Fashion designers have not developed a way to keep the clouds away, but one should feel unaffected by the elements with the right piece. The Mackage campaign implies this sentiment. The outerwear company does not trade function with fashion and they let it be known with the campaign.
Eran and I wanted to depict what we feel the cold is, a constant battle. Having dancers try so hard to fight the cold and finally beat it by slipping on the Mackage coat, because Mackage is not just fashion it is also function.
Seven more weeks of winter doesn’t sound like much when you’re properly prepared.
Agency | The We Creative