Campaign
2026
Client
Sable Outerwear
Scope
Campaign, print, site
Frame
1A
Forty coats, one photographer and a white wall. The client asked for more colour. We printed it on black.
Grade 4. 9 seconds. Held the sleeve back 2.
Sable makes coats in a former shoe factory in Guimarães, about four thousand a year, and until 2025 they had never run a campaign. Their first brief was two pages long and used the word premium eleven times.
One wall, forty coats
We shot everything against the same white wall over three days, one coat at a time, with no styling beyond what the model chose to do with her arms. The contrast does the rest. On a poster the coat becomes a black shape with a person inside it.
It ran on 600 posters in Porto and Lisbon. They sold out the winter run in seven weeks, and the factory has since hired nine people.
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