For the past four years, GoSee Member PROFASHIONAL has been supporting the client TOM TAILOR in the digital area. The Berlin-based creative agency & production company is now responsible of the entire new campaign of the fashion company for the first time. That includes print motifs for POS and OOH, all digital and social media formats as well as four TV spots and a cinema spot (photographer: Patrick Houi).
“For us, TOM TAILOR is a client whom we absolutely cherish with all of our hearts and whom we know very well. And now being entrusted to develop a new look for the entire campaign, including TV spots, and to think 360 degrees was a great job and demonstrates the client's trust in us,” says Birgit Amelung, Managing Director of PROFASHIONAL & Creative Director of the campaign.
The campaign hashtag #EVERYWEARYOUGO, which was already developed last year by PROFASHIONAL, will also be used this season. “For us, it was clear that what the brand needed was a more modern and reduced look, without to many frills. We relied on what TOM TAILOR stands for: diversity, uncomplicated fashion for every occasion and a strong price-performance ratio. That is why we concentrated completely on the product – which we never done before for TOM TAILOR,” Birgit Amelung explains, who developed the new appearance of the brand together with Art Director Katharina Konrad.
The product focus is particularly clear in the four TV spots, which have been on air since September in Germany, Austria and Switzerland featuring TOM TAILOR jackets. This is where Amelung, who also directed the commercials, accents the moment jackets are put on: “This great feeling when you put on a jacket that I feel totally comfortable in, that suits my style and underlines my character or mood. We want to make the most of that moment visually”.
The digital formats include, among others, separately produced fashion stills, a campaign film for use on YouTube, several Instagram videos, and behind-the-scenes footage. “The goal was to create additional content during production of the campaign which addresses the target group via social media throughout the season and bonds it with the brand.” More information is available directly from PROFASHIONAL or GoSee.
