Men’s Wearhouse is taking a fresh approach to film with the launch of its new Fall/Winter 2018 campaign, going live today. Created by EP+Co, the TV spots utilise a unique piece of kit called 'The Bolt', a high-speed cinebot, in a new and unique way. The technique emphasises Men’s Wearhouse’s ability to supply every guy with the style and confidence he needs to feel like the best version of himself. The smooth movements and ability to repeat a shot with complete accuracy created an effect that magically transforms the influencers featured in the ads from an average look to a polished suit fit perfectly to each of them. This helped create a visual device that is both recognisable and ownable for Men’s Wearhouse.

Typically, this type of production has been limited to the movie, music video and food industries. But EP+Co is pushing the envelope for menswear advertising. This advanced filming technique is brand new in the fashion advertising world.

According to RG Lacandola, associate creative director at EP+Co: “At EP+Co, we get excited about using technology in a purposeful way to execute on a strategy. We aren’t using it just for the sake of doing something cool. It has a real meaning that helps to bring the campaign to life." 

This campaign also marks the first time the brand has used influencers in its broadcast advertising. The broadcast spots feature Queer Eye’s very own Stylist, Tan France as well as football star turned TV host, Jesse Palmer.

“Both men are unique in their own awesome ways and we believe that their individual takes on style will inspire every other guy out there to elevate theirs,” says Bruce Hershey, VP Marketing Tailored Brands.