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Soft Clothes For Hard People

Naadam | Soft Things Campaign

Cashmere so luxurious, it helps even the toughest folks get in touch with their softer side.

  • Challenge

  • Creative Solution

  • Channels

  • Challenge

    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.

  • Creative Solution

    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.

    • Digital Digital

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