Project M creates men’s apparel that is timeless, edgy, and above all, versatile. Project M defies the traditional notion that men’s clothing needs to be categorized into swimwear, activewear, or streetwear and instead designs pieces that can be taken from the pool to the bar. Our job was to solidify the client’s brand and increase its visibility through a brand lookbook that would put Project M on the radar.

We found that our audience of urban millennials cared about quality but didn’t want to be “branded” or boxed in by what they wore. They wanted to wear — not be worn by — their clothes. Project M fulfills this need by providing a blank canvas. The brand delivers high quality, versatile clothing to the man who doesn’t want his clothes to define him, but rather accentuate his innate personality.

THE CAMPAIGN - Style is a Craft

The campaign aimed to revamp Project M’s social media by interlacing a story through its existing aesthetic and creating a video lookbook showing a day in the life of its Angeleno ambassadors.

The visual identity of hustle and grit we captured continues to be elemental to the Project M brand today, along with the lookbook and the “Style is a Craft” tagline. 

CREDITS

Special thanks to Project M.
Created by Trojan Marketing Group

Andrew Nazarian - Account Director
Austin D’Ambra - Project Manager
Sam Salomon - Creative Strategist
Daks Chawla - Digital Strategist
Kimberly Yuan - Designer
Myles Rublee - Producer
Justin Gapper - Director
Porschia Adler - Assistant Director
Nick Paskhover - Cinematographer
Adi Shah - First AC
Stephanie Wong-Harrison - President