Tzenkoff

In order to retain the coherence between Cerruti, and the substantial repositioning of the brand and perfume licensing which we had instigated and developed, Tzenkoff advised Coty, the licensee, to work on the advertising campaign for Cerruti Pour l’Homme with a photographer of our choice.

The series of images duly shot by Mark Segal subtly addressed the wide commercial needs of the perfume – appealing to a necessarily-large target audience – without compromising any of the spirit of this new direction at Cerruti, and successfully retaining the desired cohesion across the brand.

To bring a fresh approach to the Cerruti advertising campaign for Spring/Summer 07′s collection, we collaborated with photographer Mark Segal. At this stage in his career, Segal had begun honing a reputation via his exciting editorial work within French Vogue, but had not yet undertaken any advertising work – although he was interested in doing so.

The synchronicity between Cerruti’s new direction, and Segal’s advertising debut, enabled all concerned to forge ahead with this campaign, subsequently producing a body of work which further enhanced the brand’s image to amazing effect.