Naadam | Soft Things Campaign

Naadam’s early approach to video revolved around its unique founder’s story. But as Naadam came into its own, it needed creative that focused more on the brand’s unique perspective on sweaters, style, and sustainability.

To combat the sometimes stuffy perception of cashmere, and to create a nice point of visual contrast, we ran with the line “soft stuff for hard people.” We sent out a casting call for the toughest folks we could find, and they didn’t disappoint. The final product suggests a modernization of cashmere, with a huge emphasis on Naadam’s biggest differentiator: softness.