The Execution:
Campaign Overview: “The Modern Man” by Shaffer is a contemporary clothing line designed for the modern, versatile man who seeks a balance between sophistication and relaxed style. The line features smart casual and semi-formal attire, suitable for a variety of settings—from the office to weekend getaways. The DVC was designed to reflect this duality, using the beach and office settings to highlight the line’s adaptability, comfort, and style.
Objective: The primary goal of the campaign was to introduce Shaffer’s “The Modern Man” collection as the perfect blend of professional elegance and laid-back sophistication. The DVC aimed to position the brand as a versatile option for men who want to look sharp in both formal and casual environments without compromising on comfort or style.
Concept and DVC Execution:
Storyline Development: The DVC featured two distinct settings—a beach and a modern office space—symbolizing the dual lifestyle of the modern man. The narrative followed a model who seamlessly transitioned from his professional life to leisure time while wearing outfits from the new line. This highlighted the versatility of the collection, which is designed to take men from work to relaxation with effortless style.
Beach Setting: The opening scene was set on a serene beach, where the model was dressed in a relaxed yet stylish ensemble—a light linen shirt paired with tailored shorts. The soft, natural lighting emphasized the comfort and breathable fabrics of the collection. The beach shots were carefully framed to exude calm and luxury, with the model walking along the shore or lounging by the water, reflecting a carefree, relaxed vibe.
Transitioning Between Settings: One of the DVC’s key elements was the smooth transition between the beach and office scenes, symbolizing how “The Modern Man” collection effortlessly adapts to both work and leisure.
Visual and Sound Design: The cinematography played a major role in reinforcing the theme of adaptability and modern style. At the beach, wide, expansive shots with natural lighting conveyed freedom and relaxation, while the office scenes used sharper angles, cool-toned lighting, and modern architecture to project professionalism and precision.
Product Focus and Style Highlights: Each outfit showcased key elements of “The Modern Man” line:
Beachwear: Breathable fabrics like linen shirts and linen shorts blending comfort with understated elegance.
Office Attire: Crisp button-down shirts, tailored trousers, and modern accessories (watches, belts), showcasing Shaffer’s commitment to detail and sophistication in workwear.
The DVC subtly integrated close-up shots of the clothing materials, stitching, and design details, emphasizing quality craftsmanship and comfort. Every look was styled to reflect the ease of transitioning from a more relaxed setting to a professional one.
Digital and Social Media Strategy: The DVC was optimized for various platforms, including YouTube, Instagram, and Facebook, with shorter edits for social media stories and reels. The campaign was supported by a series of lifestyle shots and behind-the-scenes videos featuring influencers who showcased how they wear pieces from “The Modern Man” collection in their daily routines.