Introduce Harry Rosen’s Fall/Winter designer arrivals while continuing to evolve the perception of the brand beyond traditional menswear.

The Strategy

Rather than launch the collections as a conventional seasonal campaign, we created a phased cultural moment around discovery.
Breaking Bold began with stripped-back wild postings and social teasers designed to create intrigue before revealing the product.
The campaign then expanded into individual designer stories, digital content, OOH, email and an immersive live fashion experience, giving the idea multiple entry points while maintaining one cohesive visual world.

My Role

Creative strategy and direction across the 360° campaign, from initial concept and channel approach through photography,
film, styling, experiential and rollout.