Tzenkoff

As part of an on-going aim to retain the loyalty of existing clients, while simultaneously attracting new devotees to 123, highly-respected photographer Greg Kadel was invited to shoot a bold, new campaign which would address this two-fold mission.

Kadel’s distinctive editorial work regularly appears upon the pages of esteemed publications including Numéro, Vogue China and Harper’s Bazaar, and for this project he moved proceedings away from studio-based work, instead shooting a series of evocative and unapologetically-sensual images in the shimmering, sun-kissed locations of Los Angeles and Malibu.

In order to highlight ten of the latest accessories from 123 within their current press kit, yet retain a strong aesthetic link to the brand’s Malibu and L.A-based advertising campaign, shot by Greg Kadel, Tzenkoff brought on board up-and-coming photographer Paul Maffi for this particular project.

Working within a Paris-based studio, Maffi’s subtle use of light ingeniously evoked much of the atmosphere of the 123’s aforementioned campaign, while deftly showcasing the various accessories via a succession of images which, in their own right, successfully command ‘stand-alone’ status.