Advertising Aquascutum, concept and creative direction: To relaunch, Aquascutum needed to find its voice amongst the pantheon of high-end fashion brands – somewhere between Burberry’s supercool British bling and the effortless aristocracy of Ralph Lauren. Casting, photography and art direction were key to communicating super luxury. Older model Werner Schreyer and hip redhead Codie Young combined to embody a unique aspirational Britishness. Centred in Hong Kong, the campaign ran through super poster sites in Kowloon and across all digital and social media.