Building Content Strategy from Campaign Moments
When a premier luxury brand enters a market, the effect is unmistakable. Saint Laurent’s recent Spring/Summer menswear show wasn’t just a runway event, it was a citywide takeover. From wild postings in Soho to billboards in Times Square, the brand saturated New York with its presence, building anticipation that culminated in a live-streamed show against the skyline.
Our role was to capture that presence with the same precision and restraint as the campaign itself. Context mattered — documenting posters, projections, and the energy of a Times Square audience demanded a style that matched the brand’s own creative direction. The edit, underscored by SebastiAn’s score, reflected not just the spectacle of the evening but the way Saint Laurent made the city its stage.
Luxury launches like this prove the value of ubiquity. When a brand shows up everywhere — street level, skyline, and screen — it creates a cultural moment that can’t be ignored. We were fortunate to help frame that moment in New York, ensuring the saturation felt as intentional on camera as it did in the city.