For MyTuxedo’s latest suit collection, I directed a location-based campaign that brought together contrast, clarity, and character to create a refined visual story. The creative direction centred around the use of contrasting environments—spaces chosen specifically for their warm or cool undertones—to reflect the versatility and duality of the modern man. This dynamic played out across the brand’s website, social media, and email marketing, offering a cohesive yet visually rich campaign. At the heart of the shoot was a male model whose presence perfectly embodied the brand’s message: confident and composed, yet approachable, with a warm smile that balanced strength with sincerity. The locations themselves were minimal and architectural, defined by clean lines and simplicity, allowing the suits to stand out. I added a subtle pop of flash throughout the shoot to accentuate the textures of the fabric, carving out shape and dimension to give the imagery a near three-dimensional quality. The result was a sophisticated series that captured both the elegance and everyday wearability of MyTuxedo’s collection—tailored not just in fabric, but in feeling.