Naadam

For our second round of TV spots with the brand, Naadam took the creative handcuffs off. They wanted a campaign that defied every norm of fashion marketing: No vacant model looks, no predictable studio shoot, no close-ups of hands lovingly stroking knitwear. Just something to make to people go “whoa”.

We wanted to deliver creative that would “wow” across linear TV, CTV, social, and Youtube, but we also wanted a concept that felt true to the brand: enter, goat people. Naadam’s not just unique because of their quality and prices- they’re the only knitwear brand staffed by honest-to-god, half-man, half-goat hybrids. How do you cast for goat people? We used a combination of CGI and expert propping to make our cashmere friends come to life.