We were approached by a British boutique media brand which has grown a premium men’s luxury audience. They wanted the brand platform to be more playful and human; not a ‘brochure for a life you can’t afford’, but a warm welcome into a world that often feels aloof. 

A$AP Rocky was approached to feature in a short film to promote the new direction. A modern gentleman whose self-belief, style and unfiltered POV fuse hip-hop with high fashion.  

Our creative territory lifted the experimental, anarchic energy of the album TESTING, translating its restless collisions into pacey visuals and disruptive language. “I put New York on the map” became the narrative anchor, with the city acting as co-star and living set. Rocky’s 30th landed just after the planned launch, presenting us a clean story hook: a joyful, slightly anarchic birthday homage to his music and enterprise, staged where his ideas are born. The result is a culturally fluent repositioning with challenger energy.