German luggage brand Floyd gets creative with its first-ever Christmas ad, which features a lone cowboy seeking a change of scenery.
The campaign is helmed by creative studio CantSee, a creative duo signed to global production company OB42.
Embodying the brand's boldness and retro-modern flair, "Wild Wild Winter" places the archetypal cowboy in unfamiliar territory, utilizing comedy and wonder while taking viewers on a journey to highlight individuality.
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In a statement, director and writer Jasper Cable-Alexander of CantSee described the process of creating the campaign as "magical."
CantSee's creative producer Ash Horne also chimed in to share what went on over the intense two-day shoot, which took place in Austria:
"Our aim was to capture a sense of wonder and adventure synonymous with the Floyd brand. True to our ethos, and in keeping with the retro feel of Floyd's aesthetic, we captured our cowboy’s icy odyssey across Austria's vast landscapes of mountains, icy slopes, and forests on 16mm film."
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The campaign currently runs across Floyd's digital and social media platforms.
Artistically shot and well-directed, CantSee's work is the perfect fit for a campaign that highlights uniqueness and creativity, a great example of what to expect when working with experts in video production.
The campaign is also a testament to the importance of brand storytelling — if businesses want to create memorable campaigns that stand the test of time.
Rolling Differently
A lone cowboy on a distant range carries a Floyd suitcase up a mountain, kicking off the cinematic ad.
He dramatically tells a story about a cowboy's movement, as he journeys to an ice skating rink with only a glitzy outfit, ice skates, and his luggage.
What follows is a mesmerizing shot of the cowboy and his Floyd gliding gracefully across the ice, as he sheds his "Wild West" persona to live life to the fullest.
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Contrasting the scenery of a beautiful mountain range with shots of the cowboy in the skating rink, the film comes to a poetic close with a show of the message: "For those who roll different."
The brand's tagline in itself is cleverly written, attaching a dual meaning to rolling differently. Could it be the suitcase or you? It could be both.
Meanwhile, back in April, Samsonite and BOSS by Hugo Boss launched a collaborative line with an elegant campaign.
