Paul Smith | Japan Premium Fall 2018 Ad Campaign

[quote text_size=”small” author=”– James Joyce”]

I’ve put in so many enigmas and puzzles that it will keep the professors busy for centuries arguing over what I meant, and that’s the only way of insuring one’s immortality.

That immortality is alive and well today thanks in part to the most recent Paul Smith campaign, exclusively for Japan.

Creative director Alan Aboud and agency ABOUD+ABOUD used James Joyce as an inspiration, setting the campaign in the home-country of Joyce, in an homage to 20th century Ireland. Shot by James Mooney, the campaign takes place in setting near and dear to Joyce, including his alma mater, Belvedere College in Dublin. Which incidentally counts Aboud as an alumnus who attend the Jesuit secondary school for boys for 10 years.

Along with the school, the campaign features other Irish notables including a mug of Irish dry stout, which we assume was Guinness. Some of Joyce’s old haunts such as Vicar Lane, Dollymount Strand, O’Connell Bridge and the oldest horse stables in Dublin were also used as locations. James Mooney, who is know for his socially conscious photography with a warm touch, is completely at home here, adding just the right hint of photo realism with accentuated coloring.

The campaign for the exclusive collection of Paul Smith in Japan makes a case for a larger narrative as no one has embraced the heritage of authors which is ripe for the picking. One can only hope that while standing tall on a horses back, the house realizes literary references are a solid jumping off point.


Creative Director |  Alan Aboud
Photographer | James Mooney
Stylist | Derek Morten
Wardrobe |  Ciana March
Hair & Grooming | Peter Smith
Production | Chloe Ridley
Image Post Production | James Register
Location | Dublin