From customization to identity.
Customization was being sold as a product feature. We reframed the jacket as a canvas for individual identity and built a campaign platform to carry it.
The challenge
Customization can feel like a product feature rather than a reason to care. Stewart & Strauss makes an iconic made-to-order American jacket, but leading with the mechanics of personalization gave shoppers a spec, not a motive to buy.
The approach
Reframe the jacket as a canvas for individual identity. We built the campaign platform "Wear Your Story" and expressed it through two related concepts: "Unique People", a group portrait showing how the same iconic jacket becomes an expression of individual identity, and "Wear Your Story" itself.
The result
A 20-video paid social campaign built on a reusable brand platform, spanning the new website promotion, brand strategy, and paid social, with creative variations that let the same idea run across placements.
The campaign platform: Wear Your Story
Feature-led customization gave shoppers a spec rather than a story. The platform turns the jacket into a way of saying who you are, connecting individual style, heritage, and belonging.
Concept 01 · Unique People
Customization can feel like a product feature rather than a reason to care. We used a group portrait to show how the same iconic jacket becomes an expression of individual identity.
Concept 02 · Wear Your Story
The platform concept, carried across the new website promotion, brand strategy, and paid social.
Featured creative
What we delivered
- Brand strategy
- Campaign platform
- Creative direction
- Paid social production: 20 videos
- Campaign variations
