Shot in an unmistakeably L.A-based house – stark, modern, sleek – and aside its glittering swimming pool, this series of impeccably-orchestrated images created by photographer Mark Segal worked perfectly for the Penhalta advertising campaign for 2008 with the models Evandro and Justin Gaston.

The positive reactions garnered as a result of this project significantly helped in boosting the credibility of the Penhalta brand, consequently advancing it to the same level of success enjoyed by more established labels – such as Hugo Boss or Dolce & Gabbana.

For this particular advertising campaign, photographer Mark Segal was brought on board to create a series of images shot in and around the iconic Bauhaus in Berlin.

Segal further-instilled a subtle, disquieting sense of alienation amid the clean, graphic lines of this foreboding architectural legend, in keeping with the sharp – and decidedly non-frivolous – mood of the collection.

The resulting photographs conveyed the intensity of this bold, new era at Cerruti to awe-inspiring.

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.