Frank & Oak takes its storytelling to new heights

Menswear retailer partners with Toronto photographer on its latest campaign

Menswear retailer Frank & Oak has launched a new line of its “premium utility gear” with the help of Toronto-based cityscape photographer Jamal Burger.

Burger and his crew are featured in the new Frank & Oak SC (State Concepts) campaign launched this week.

Frank & Oak SC Collection

The campaign, created in-house, includes a video of the trio taking pictures in high and low locations across Canada’s largest city, in the sun and pouring rain, showing off the versatility of the new Frank & Oak SC collection.

Ethan Song, co-founder and CEO of Frank & Oak, said it’s the first campaign of its kind for the Montreal-based brand and the latest in its technical line of clothing.

“Purpose plus functionality is the way we differentiate with this collection,” Song said.

“We wanted to do something different,” Song told Marketing of the campaign. “It’s the first time we’ve gone that deep into storytelling.”

It’s also the first time they’ve worked with Burger, also known as @jayscale on social media, who is known for his work scaling buildings and other difficult-to-reach places with his camera across urban landscapes.

The campaign lives largely on mobile, and is focused on urban creatives who consume media on the go and have an active lifestyle.

“There is a trend right now to move more towards more video and more immersive content,” Song said. “The interactive aspect of having mobile content is also something that is new to us.”

He said the goal was to create original content, “that doesn’t feel like a piece of advertising.”

Since most sales come from ecommerce, Song said video could help create a world for consumers who can’t go to the bricks and mortar locations and try on the clothes.

“That’s something we think video can help us do a lot,” Song said.

Frank & Oak will launch another collection in the late summer, and plans to use a different artist “to really create a content series that has impact,” Song said.

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