Canadian fashion brand Smythe is putting high fashion on the chopping block in its first-ever fashion films.
Created by Toronto agency Open, and production company Sons & Daughters, the two films draw inspiration from Smythe’s smart and clean approach to fashion and design. Amidst rustic surrounds, a model effortlessly chops wood and guts a fish while sporting creations from the line’s Fall 2012 collection.
As a nod to Smythe’s roots and the designers themselves, the films feature two strong women doing typical rugged Canadian activities. In conceiving the spots, Open sought to express the transformative effect the designers’ impeccable tailoring can have on a wearer and a general point of view on life – “Make Anything Spectacular”.
“Talk to any woman who owns a Smythe blazer or coat and they will tell you it will turn jeans and tank top into a fabulous outfit,” says Open partner Christian Mathieu. “We took that thought and stretched it into the hyper-real world of high fashion.”
Both films were directed by Sons and Daughters’ Christina Hodnet, shot by Canadian fashion photographer Mark Zibert, and feature music by Apollo.
“Everything we do at Open we do in a collaborative way,” says Martin Beauvais, Open creative partner. “These films are the result of a lot of hard work but also of a very open minded attitude. Everyone involved had a say. They got better every time someone touched them.”
Titles: Smythe 1, Smythe 2
Client: Smythe
Co-Designers: Andrea Lenczner & Christie Smythe
Agency: Open
Partner Creative: Martin Beauvais
Partner Strategy: Christian Mathieu
Agency Producer: Anne Ngo
Writer: Claire deMarco
Art Director: Jessica Carter
Production Company: Sons & Daughters, Toronto
Director: Christina Hodnet
Executive Producer: Liane Thomas
Director of Photography: Mark Zibert
Producer: Jeff Darragh
Production Designer: Luke Pryshlak
Wardrobe: Deborah Ferguson
Editorial: PosterBoy Edit
Editor: Danica Pardo
Producer: Michelle Lee
Colour Company: Notch
Colourist: Bill Ferwerda
VFX Company: Crush
VFX Artist: Andre Arevelo
VFX Producer: Emma Wojick
Music and Sound Design: Apollo Studios, Toronto
Music on Smythe 1: Yan Dal Santo for Apollo Studios
Music on Smythe 2: Mathieu Lafontaine for Apollo Studios
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