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Like Father Like Son, a Father's Day campaign

Ermenegildo Zegna – Fathers Day


Playing on the well known proverb ‘Like Father, Like Son’ the Ermenegildo Zegna Father’s Day campaign used real life fathers and sons

With the underlying concept of symmetry each father and son mimicked one another’s clothing, movements and mannerisms

Our ongoing relationship with Ermenegildo Zegna resulted in being commissioned to create online content for their 2018 Father’s Day gifting campaign. Focusing on the proverb ‘Like Father, Like Son’, we concepted, art directed and produced a photoshoot consisting of three real life father and son pairings, who would dress, pose and model in near identical ways. Looking to instil a sense of warmth, character and wit, we collaborated with photographer David Gomez to help actualise our vision and create a series of one-off images and diptychs that will be used across the Zegna website and social media channels.

Photography: David Gomez-Maestre

  • Art Direction
  • Brand Identity