New Traditions
A Father’s Day Story of Legacy and Style
THE ASK
Create a heartfelt Father’s Day campaign that highlights Brooks Brothers as a brand rooted in tradition, quality, and timeless moments.
THE CHALLENGE
Connect with a new generation while honoring long-time customers—without falling into typical holiday storytelling.
THE APPROACH
We developed "New Traditions," a story-driven campaign centered on a father and son blazer fitting. It’s a simple, cinematic moment that captures legacy being passed from one generation to the next—told through mirrored movement, shared pride, and quiet emotion.
The hero film follows a father bringing his son in for a surprise blazer fitting. At first distracted, the son begins to mirror his father, growing more confident with each movement. Their final pose in the mirror, side by side says everything. Some lessons are passed down without words.
We captured integrated social content alongside the hero film production to extend storytelling across platforms. Behind-the-scenes video featuring lighthearted outtakes and interviews with our cast and styled product fit guides headlined our social content to reinforce the campaign message.