Hart Schaffner Marx | Spring
Creative Director | Head of Marketing
These videos show the full version of HSM video campaign and the fifteen-second version that ran on the Nasdaq building in Times Square.
Objective
Showcase classic business pieces alongside the new softer, more casual side of HSM for Peerless Clothing. Increase brand awareness nationwide, particularly in New York City, where the brand launched at Bloomingdale's Manhattan flagship.
Actions
Led creative concept planning and directed on-location styling in collaboration with Authentic Brands Group. Selected all looks. Negotiated budgets to run print ads in Esquire, MR Magazine, NYT T Magazine, NY Post, and WSJ Style Magazine. Ran digital ads on Esquire and WSJ web editions. Ran video billboard on Times Square Nasdaq Building for March 2020.
Results
Increased brand awareness through the first-ever digital and outdoor advertising campaign. Generated social media engagement on Instagram and Facebook. Times Square billboard: 1.5 million viewers/day for one month in Manhattan.