News // 28 News represented by PROFASHIONAL GmbH
Berlin-based agency PROFASHIONAL is also responsible for realizing TOM TAILOR's photo and digital campaigns and, for the first time, also for TOM TAILOR DENIM. TOM TAILOR is all about the urban jungle this season! Embracing the ethos: Find your Oasis. #Everywearyougo! "Enjoying summer in the city to the fullest and always dressed right. That's what Tom Tailor stands for. Green oases are our retreats in the big city. This was precisely the special, urban atmosphere we wanted to convey this time,” says Rebecca Rupcic, Managing & Creative Director PROFASHIONAL. The campaign was photographed by Patrick Houi c/o MARLENE OHLSSON.
¿Qué tal, Barcelona?! Sporty and self-confident with a touch of vintage – TOM TAILOR DENIM is the look & feel of Spring/Summer 2017 collection. "We shot at vintage-inspired locations, including the former Olympic swimming pool in Barcelona. We wanted to combine exactly this spirit of nostalgia and urban flair, which is also reflected in the latest collection," says Rebecca Rupcic. The campaign was photographed by Daniel Roché c/o SHOTVIEW.
For both brands this year, TOM TAILOR once again goes for digital storytelling. The results are campaign films and teasers, which are shown on all social media channels. "The combination of photo production and digital storytelling is particularly important and attractive for us as an agency. We believe this interplay is an absolute must for any brand, especially in fashion," says Marina Präger, Creative Producer at PROFASHIONAL.
08.03.2017 // show complete article
Strobing is the new contouring, a beauty trend, all about accentuating parts of the face with a highlighter. Strobing immediately makes eyes appear larger and more awake, which makes it so popular on catwalks and red carpets alike... PROFASHIONAL realized six new beauty videos for CATRICE COSMETICS. The focus of which was on the trendy looks of the new season. “From make-up, hair or even styling – the tutorials are aimed at inspiring consumers and giving them the tips and tricks they need. Confidently stylish, beautiful and as hip as always with Catrice – that is our message,” Rebecca Rupcic, Managing Director of PROFASHIONAL and Creative Director tells GoSee. Director and DOP on the beauty set respectively were Sandra Jakisch and Frederick Gomoll. We bring you an example here on GoSee, and more is available on YouTube or directly from the beauty, fashion and film experts from PROFASHIONAL.
06.03.2017 // show complete article
For the past four years, GoSee Member PROFASHIONAL has been supporting the client TOM TAILOR in the digital area. The Berlin-based creative agency & production company is now responsible of the entire new campaign of the fashion company for the first time. That includes print motifs for POS and OOH, all digital and social media formats as well as four TV spots and a cinema spot (photographer: Patrick Houi).
“For us, TOM TAILOR is a client whom we absolutely cherish with all of our hearts and whom we know very well. And now being entrusted to develop a new look for the entire campaign, including TV spots, and to think 360 degrees was a great job and demonstrates the client's trust in us,” says Birgit Amelung, Managing Director of PROFASHIONAL & Creative Director of the campaign.
The campaign hashtag #EVERYWEARYOUGO, which was already developed last year by PROFASHIONAL, will also be used this season. “For us, it was clear that what the brand needed was a more modern and reduced look, without to many frills. We relied on what TOM TAILOR stands for: diversity, uncomplicated fashion for every occasion and a strong price-performance ratio. That is why we concentrated completely on the product – which we never done before for TOM TAILOR,” Birgit Amelung explains, who developed the new appearance of the brand together with Art Director Katharina Konrad.
The product focus is particularly clear in the four TV spots, which have been on air since September in Germany, Austria and Switzerland featuring TOM TAILOR jackets. This is where Amelung, who also directed the commercials, accents the moment jackets are put on: “This great feeling when you put on a jacket that I feel totally comfortable in, that suits my style and underlines my character or mood. We want to make the most of that moment visually”.
The digital formats include, among others, separately produced fashion stills, a campaign film for use on YouTube, several Instagram videos, and behind-the-scenes footage. “The goal was to create additional content during production of the campaign which addresses the target group via social media throughout the season and bonds it with the brand.” More information is available directly from PROFASHIONAL or GoSee.
14.10.2016 // show complete article