American Style for the Self-Made Man
The Made In The New America campaign for Joseph Abboud simultaneously showcased the brand’s New England heritage, while connecting with a new type of American man—self-made, multifaceted, original. By casting men living lives of their own design, the campaign highlighted individuality and unity—the idea that “united, we stand out”—and established a place for suiting in a modern, nontraditional wardrobe. Campaign storytelling extended across advertising, digital, social media and print, and an innovative extension to retail was created in the form of an iPad app for the custom tailored collection.
Yard 2011–2013