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Trey Laird’s Spring 2016 JIMMY CHOO Ad Campaign

BY KENNETH RICHARD | The Impressionist

The house of Jimmy Choo is stepping in a new direction this season, namely, due to the engagement of creative lifestyle extraordinaire, Trey Laird of Laird and Partners.

Far too often accessory houses are handcuffed to the challenge of how to create a lifestyle out of products that fit on one’s feet, are held in one’s hands, wrapped around one’s wrist, or resting on one’s nose. Laird aids Choo’s Creative Director Sandra Choi in expanding the idea of the brand, namely via the idea of expansion.

The logo has been given room to breathe, leading the eye into a world that inspires the concept of the brand rather than a specific product. The location becomes expansive, drawing the viewer into the narrative. The lighting is warm and natural, giving a sense that there is a brighter and bigger world these characters are a part of.

All of this is exactly what the house needs as they in many ways fell victim to their own success in classifications. A nice problem to have, but one that does eventually require addressing if one plans to keep growing.

And if you take a look at this location, things are growing.


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Agency | Laird + Partners
Creative Director | Trey Laird
Jimmy Choo Creative Director | Sandra Choi
Photographer | Cass Bird
Models | Nadja Bender & David Alexander Flinn
Stylist | Melanie Ward
Hair | Bob Recine
Makeup | Frank B