First-to-market species-fluid fashion brand THEANIMALS has partnered with creative communications consultancy Baker Brand for its launch.
THEANIMALS design runway-inspired pieces for pets and their owners. The Resort 2023 collection launches this month.
The campaign explores the close relationships that humans often have with their pets, with pets and owners often sharing similar physical and even behavioural characteristics. In the campaign elements of physical appearance are exaggerated in a humorous and unexpected way, focusing on hair styles, eyes, posture and stance.
Shot by fashion photographer Georges Antoni, the campaign includes a series of doppelganger style images that propose the concept of species-fluidity, with humans choosing to share their personal style with their pets through matching accessories and jewellery that look as great on humans as they do on animals.
Founder and CEO Jo Goldman, said: “With the launch of THEANIMALS we are introducing the concept of species-fluidity, which challenges traditional conventions. We knew we needed a strong image to convey the message at a glance.
"The creative idea plays on the suggestion that pets and owners often look alike, and explodes this in a humorous way that we think will connect with people and make them smile, a moment of joy in a complex world.
"THEANIMALS is a luxury fashion brand, so we intuitively knew that we had to work with a leading fashion photographer and style the campaign to not look out of place in the pages of a high end fashion magazine or art book. Initially, we had intended for the campaign to live purely in digital and earned media, but once we saw the finished campaign images we knew it had to extend into outdoor. We’re excited to launch an out-of-home campaign in Sydney and Melbourne next month."
The campaign rolls out nationally in October across social, earned media and out of home.
Founder & CEO – Jo Goldman
Creative communications agency:
Director – Tracy Baker
Art Direction – Paul Meany
Photographer – Georges Antoni
Creative team and production – The Artist Group
Website - Crackler
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