Campaign: Exercices De Composition
For Matsuda, we set out to create an evergreen marketing campaign that could support the release of multiple collections while remaining true to the brand’s DNA of treating all creative output as fine art projects.
The Challenge
Develop a campaign with longevity that could work across many products.
Maintain Matsuda’s strict aesthetic standards under tight deadlines.
Ensure the concept reflected the brand’s fine-art ethos.
The Concept
We leaned into the idea of an art school exercise in composition—a nod to the meticulous practice behind fine art.
Set Design: Simple, pared back, almost academic in its restraint—eyewear staged with Candellini clamps and metal plates.
Visual Style: Varied compositions of objects presented with high-quality, gallery-like lighting, elevating the ordinary to the level of fine art.
Execution
Worked directly with the CEO and creative director to conceive and refine the creative direction.
Directed the studio photography, ensuring consistent lighting and composition quality.
Wrote campaign copy for Instagram posts, designed to mirror museum placards describing art pieces.
Outcome
The campaign successfully delivered a timeless set of visuals that could flex across social media, client materials, and global trade shows, providing Matsuda with a consistent, high-art narrative to frame its eyewear releases.
