TBMC was tasked with producing a 360 creative campaign for Camino Seco Western CO. collection. We took charge of the idea, creative direction, art direction, copywriting, video production, editorial and social content, retail theater, and international art installations.
TBMC was tasked with producing a 360 creative campaign for Camino Seco Western CO. Collection. We took charge of the idea, creative direction, art direction, copywriting, video production, editorial and social content, retail theater, and international art installations.
Camino Seco is a new player on the scene when it comes to the western fashion. As a Western brand, awareness is low. The market is currently seeing a shift in perceptions and consumer behavior as the line between fashion and function becomes more blurred. This territory of cross-pollination between fashion and function is Camino Seco opportunity to stake their claim, and take a rightful position in the minds of consumers as a top brand leader in western, durable outerwear. The question was: How do we communicate this mission and new position to a wider customer base and the world at large?
The appetite for Camino Seco products in the North America markets is growing at an exponential rate, particularly in fashion-conscious nations like America. To satisfy this demand, Camino Seco has decided to lunch the 'Paramount' line which celebrates and embraces the wild and unpredictability of the West.
Born in The USA and inspired by the nation's rich culture, the campaign functions as a love letter to its people. We decided to to bring authenticity to the product by telling real stories of real people. The campaign is a celebration of the west, its life-giving properties and how it has inspired art and creation throughout the U.S's history.
By marrying the cutting-edge technology of the products with the symbolic relationship The U.S culture has with the outdoors — our goal was to achieve function-first positioning in the minds of the consumers.
“there is a certain honor of bing a Texan this is doing something the best that you can.” Matthew McCounaughey. To do justice to the sense-engulfing qualities of being a Texan, we crafted a multi-sensory 360 campaign experience in line with McCounaughey’s words.
Through film, imagery and Social Media we showcased the unparalleled technical and functional prowess of Camino Seco while allowing the world the opportunity to see, feel, smell, move and interact with every aspect of the brand experience. The outcome? A truly immersive celebration of nature, art, and the human condition.
Behind each photograph taken for Camino Seco, the Western outerwear brand, lies a vibrant tapestry of purpose and intention. These images serve as windows into a world where the rugged spirit of the American West converges with the art of fashion. We don't just capture moments; we encapsulate the very essence of adventure and authenticity.
It's about showcasing the intricate craftsmanship of our garments against the backdrop of boundless landscapes, while telling stories of those who wear them with resilience and panache. Our visual narrative invites you to saddle up and ride alongside us on an expedition through the heart of the untamed West, where Camino Seco stands as both a symbol and a celebration of the timeless allure of frontier living.
In the realm of Camino Seco, each video we create is a chapter in a captivating story, woven with purpose and intention. Picture this: vast, untamed landscapes stretching as far as the eye can see, a lone rider donning our meticulously crafted outerwear, and the whisper of the wind carrying tales of adventure. These videos are our way of inviting you to step into the pages of the American West's epic saga. They're more than mere moving pictures; they are portals to a world where authenticity and style intertwine.
Through the lens, we showcase the artistry behind our garments, the resilience of those who wear them, and the breathtaking beauty of untouched landscapes. Camino Seco's videos are a journey into the heart of the wild, where every frame narrates the timeless allure of frontier living. Join us as we tell this compelling tale, one video at a time, keeping the spirit of the West alive.
We shot the film in Wakayama prefecture with sound and product designer, artist, and music producer Kouichi Okamoto and on the streets of Tokyo with calligraphy artist Aoi Yamaguchi. The film tells the story of two unique artists inspired by the rain and its three core elements: Atmosphere, earth, and water.
We traveled across the ancient pilgrimage route of Kumano Kodo, where for over millennia people from across the world have made the arduous journey. Sound designer Kouichi Okamoto hunted and gathered the aural manifestation of the elements, capturing the essence of rain in its purest form.
Meanwhile, calligraphy artist Aoi Yamaguchi traversed the dense urban jungle of Tokyo. Drawing inspiration from her surroundings she crafts her shodo performance, an act deeply rooted in nature and inspired by the seasons. Her performance scenes were shot in studio with an elaborate rain system custom fitted for the occasion.
Our quest to capture the very soul of Camino Seco led us on an epic journey to the rugged outskirts of El Paso, Texas, where we uncovered a treasure trove of inspiration.
This ranch, nestled amidst the untamed Texan wilderness, became the living, breathing embodiment of our Western outerwear brand. Here, where the earth meets the sky in an unbroken horizon, we discovered a cinematic canvas like no other.
The ranch's vast, sun-drenched pastures and windswept vistas provided a backdrop that was nothing short of awe-inspiring, infusing every frame with an authentic and wild charm. Against this dramatic setting, our garments took on a life of their own, their craftsmanship and style brought to vivid life by the Texan sun.
In the heart of this remarkable landscape, we found the very essence of Camino Seco, and through our visuals, we invite you to embark on this extraordinary journey with us.
