FRED PERRY

ROLE: ART DIRECTION, CASTING

CLIENT: FRED PERRY | Agency: Office Solutions  

European / UK counter-culture and anti-establishment have been synonymous with the Fred Perry Brand for decades. The Fred Perry decided that Office Solutions would be responsible in getting Downtown NY’s creative community excited in preparation for the opening of their new retail store as well as the release of the Black Champagne Polo shirt arriving stateside In New York City. The choice was made that in order to be honest and authentic to the Fred Perry brand and keep ourselves aligned with their ethos we would go to the roots of counter-culture and highlight some of Downtown New York’s characters who embody the very essence of counter-culture. The key to the this campaigns success would be not only in the casting but also in the photographer. We chose legendary Italian photographer Dario Catellani. The final outcome resulted in an eclectic group of characters who cover a range of interests, from photography to writing, modeling, party promoting and DJ’s. The deliverables included street wheat pasting, an editorial piece featured on Officemagazine.net, an ad spread in Issue #11 of Office, and a Fred Perry takeover of the Office Newsstand in Canal Street Market.