Canadian fashion brand Smythe is taking a decidedly different approach to marketing its wares. In a campaign created by Toronto agency Open and production company Sons & Daughters, two videos feature a woman in the woods chopping wood and gutting a fish while dressed in attire otherwise reserved for a more elegant setting.
The tagline, Make Anything Spectacular serves the concept well and speaks, we assume, to the brand’s desire to inform women that looking good no matter what you are doing is of paramount importance.
Both videos were directed by Sons and Daughters’ Christina Hodnet, shot by Canadian fashion photographer Mark Zibert, and feature music by Apollo.
