Photographer/Director Christopher Griffith’s particular take on that larger-than-life insight became the The Hickey Freeman Spring 2016 campaign, shot in the streets of Manhattan. Creative direction by Andrew Wren at the agency OUT THERE, NYC. Directed by CG, motion plates were composited with video of the model on green screen, a technically demanding process that required Christopher to apply his keen photographic eye to a post production mindset, creating a virtual world in a studio.

Esquire.com reported it best…

“‘New York is a point of pride for our brand,’ says Arnold Brant Silverstone, president and chief creative officer of Hickey Freeman. It makes sense: The company has been crafting American-made suits in a Rochester, New York-based factory lovingly known as “The Temple” since the turn of the 20th Century.

More than 100 years later, Hickey Freeman is working hard to maintain a sense of heritage while appealing to a more modern consumer. Than means slimmer cuts, updated fabrics, and even shows at New York Fashion Week: Men’s. ‘I design our collections here in NYC,’ Silverstone explains. ‘I chose to show our spring collection during the inaugural men’s fashion week on a penthouse terrace with a 360-degree view of the city skyline. It all felt very natural to the brand.’

That first NYFW:M show was in the summer of 2015, and Hickey Freeman showed its fall 2016 wares this month. We’ve got a ways to go until the autumn gear actually hits shelves, but the brand’s just-released spring 2016 collection should satisfy any sartorial cravings in the meantime. To support it, Silverstone and his team decided to create an advertising campaign that takes the brand’s devotion to New York and blows it up to larger-than-life proportions, with giant models in sharp suits wandering the streets of NYC. Says Silverstone: ‘[It] expresses the personality of the Hickey Freeman man: powerful, successful, and confident.'”

Picture Farm producers Sara Gold and Leslie Yoon guided the process through the choppy waters where concept meets reality. DP Zak Mulligan, editor Rodrigo Balseca, art director Justin Acree, color grader Colin Travers and co-conspirator Toddy Stewart all added their varying levels of expertise to CG’s exacting direction.

The still images CG created for the campaign…

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More from Christopher Griffith here…