Being lifelong devotees of The Duffer of St George brand, we felt an affinity with its ideals, aspirations and attitude of ‘clean living under difficult circumstances’. When asked to art direct for its Japanese retail expansion, we jumped at the chance to explore and experiment with the brand and over the course of six seasons we analysed and explored Britishness whilst avoiding the obvious cliches. For our inaugural campaign we decided to concentrate on its historical & cultural heart and shoot at The Victoria & Albert Museum; its evocative and atmospheric library with ancient Shakespearean volumes and its statue galleries with references to St George and the dragon. The casting concept was to focus on friendships; one a rough diamond, the other more clean living, and capture that attitude of self improvement, aspiration and confidence that comes with a visit to the museum.
Concept, art direction, production, casting, location scouting and brochure design. Photography by Rebecca Lewis, styling by Jo Simpson.
Art Direction - Toast SS12