theory-fall-2022-ad-campaign-the-impression

Theory

Fall 2021 Ad Campaign

Review of Theory Fall 2021 Ad Campaign by Creative Directors Markus Kiersztan and Ben Sandler and Photographer Craig McDean with models Amanda Seyfried, Misty Copeland, and Jeremy Pope

Theory calls on purposeful personalities to guide its Fall 2021 campaign. The campaign features creative direction from Markus Kiersztan and Ben Sandler with photography by Craig McDean.

With film actor Amanda Seyfried, ballet dancer Misty Copeland, and Broadway actor Jeremy Pope, the campaign’s smart casting expresses Theory’s core value that “style begins with a purpose.” In addition to their creative talents, each star is working to use their platform to champion activist organizations. Pope, for example, works with My Brother’s Keeper, an initiative launched by President Obama that addresses education and workforce gapes facing boys and young men of color.

Pairing color and black-and-white imagery side by side, McDean’s expressive portraits draw the sense of artistic intention and vision out of his subjects, while leaving space for the thoughtful simplicity of Theory’s crisp, modern designs. Strong and clean art direction finishes things off by addressing the identity of each subject and reaffirming the brand’s values.

The film puts these still portraits into motion, stitching together the individual reflections of the protagonists into a manifesto for positive change.

Wisely uniting inspiring talents that embody its principles of making progress and doing it in style, Theory nails a purposeful campaign with simple sophistication.

Theory Chief Brand Officer | Siddhartha Shukla
Agency | MP Creative
Creative Directors | Markus Kiersztan and Ben Sandler
Photographer | Craig McDean
Art Director | Satoru Saito
Models | Amanda Seyfried, Misty Copeland, and Jeremy Pope
Stylist | George Cortina
Film Director | Jason Evans
Cinematographer | Alexander Dynan
Editor | Jeremy Maneval for Consulate
Casting Director | Madeleine Kiersztan
Music | Oliver Mayo
Post Production & Color | Gloss Studio