Brief

Cheaney needed a campaign that felt like summer. Shot in February. Their SS26 collection, a range of lighter and more relaxed pieces, deserved something warmer than a studio and more considered than a generic European backdrop. For a brand with 140 years behind it, this was also uncharted territory. They had never taken a campaign outside the UK. They brought us in to conceive and produce it from the ground up.

Creative Direction

We scouted across Europe for somewhere that could genuinely pass for summer in February and had the visual character to build a campaign around. Mallorca earned it.

The bigger creative challenge was avoiding what most heritage brand shoots become. Overly pressed, perfectly buttoned, every frame screaming advertisement. We wanted something that felt like it belonged to real people. Lived-in styling, natural casting, the kind of easy confidence that doesn't need to announce itself.

Production

End to end. Location scouting, logistics, casting, wardrobe direction, art direction, stills and video. Two locations, a rugged coastline and a private villa with pool and grounds, and a full campaign toolkit delivered out the other side.

Result

The first international campaign in Cheaney's 140 year history. A new geography and a new visual register, without losing an ounce of what makes the brand what it is.