Product Portraiture – Andrew Zuckerman
Reportage Photography – Christopher Anderson
Cinematography – Brendan Stumpf
For Theory’s Autumn 2019 season, I led the creative for the multi-media, multi-platform global campaign, ultimately creating over 100 assets — 34 film vignettes and 68 still images — which included the primary campaign visuals.
When considering the approach for the main campaign, the reference that came to mind was Walker Evans’ famous 1955 photo essay from Fortune magazine, entitled Beauties of the Common Tool. For me, Theory has always been about the must-have essentials for your wardrobe. I worked with the Theory team to study the construction and movement of the garment. Then, collaborating with photographer Andrew Zuckerman, we distilled these characteristics into product portraiture. This imagery appeared all over the world — in taxis and print publications in New York, as well as Theory stores globally.
For direct-to-consumer and social platforms, I constructed a narrative of a woman and man going to and coming home from the office; the photographer Christopher Anderson captured this in a series of stills and video vignettes. A second set of videos was filmed at the Fast Retailing Innovation Center, illustrating the great care and craftsmanship that goes into producing Theory garments.
© TRACY DOYLE 2021