Creative Direction


Following various projects with the brand, Hugo approached Kelway to create a new content language and series of 360 campaigns across all print and digital channels.

The projects explore the brands heritage and its relationship with young Germany and the vibrant city of Berlin, a connection shared by photographer Collier Schorr.

The projects present several tiers of content, with multiple photographers and teams working together.

The main campaign still images are supported by short films with multiple edits for digital and social channels. In addition to this are accessories still life, eyewear and watches, as well as BTS material, and social targeted stills and videos.