DYNAMITE: the new 9-5

The “new nine-to-five” campaign revitalized the core product category: workwear. A contemporary perspective brought the brand to the forefront of business-casual dressing in Canada and the United States.

_ project team

Lynette Cortez: Creative Direction

Photographer: Sarra Fleur Abou-El-Haj

Stylist: HMU: Andie Markoe-Byrne

_ services provided

Branding

Creative Direction
Executive Consulting

InHouse Agency Partner

_ collaborators

Coliena Rentmeester, Photographer

Sarah Gore Reeves, Stylist

The best storytelling is captured in an effortless manner either on location or in studio.

Strapless dress, Window, Fashion, Sleeve, Eyewear, Waist, Orange, Yellow, Thigh

Road surface, Photograph, White, Building, Black, Infrastructure, Black-and-white, Standing, Style, Sidewalk

Dress shirt, Flash photography, Footwear, Shoe, Hairstyle, Fashion, Sleeve, Standing, Grey, Collar

Automotive lighting, Wheel, Tire, Window, Vehicle, Car, Building, Sleeve, Standing

Jeans, Shoe, Shoulder, Wheel, Tire, Fashion, Textile, Sleeve, Waist, Standing

Flash photography, Joint, Lip, Outerwear, Hairstyle, Arm, Shoulder, Muscle, Neck, Sleeve

Flash photography, Sun hat, Black hair, Human, Fashion, Table, Fedora, Thigh, Cool

Clothing, Footwear, Shoe, Building, Tire, Fashion, Sleeve, Orange, Standing, Waist

Smile, Textile, Sleeve, Standing, Style, Collar, Plant

Flash photography, Footwear, Joint, Shoe, Hairstyle, Shoulder, Leg, Textile, Eyewear, Knee

Building, Window, White, Sky, Tire, Infrastructure, Car, Sleeve, Wheel, Lighting

White, Black, Textile, Standing, Black-and-white, Eyewear, Grey, Style, Headgear, Hat

Trench coat, Shoulder, Overcoat, Building, Sky, Neck, Sleeve, Waist, Standing, Eyewear

↳ Stylist Sarah Gore Reeves flawlessly combined accessories for a laid-back layered look.

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