| felsefe | Luxury hardware retailer Baldwin has teamed up with brand transformation agency SCS and In & Out Productions to bring luxury to a new market with its latest campaign, ‘Obsession is Good’. Having embodied the image of prestige for generations, Baldwin has set the standard for all others to follow. Continuing to pioneer, the hardware retailer is now expanding its horizons, welcoming a different market with a new vision of luxury. Shifting focus to HENRYs, (“High Earners, Not Rich Yet”), who represent the future of wealth in America, the teams at Baldwin, SCS, and In & Out collaborated to appeal to an audience that is not drawn in by status or heritage alone, but by relevant connections with a brand, as well as timeless yet modern design. The captivating ‘Obsession is Good’ campaign, directed by In & Out’s Michał Sabliński, debuts the new Baldwin brand with a bang. Sledgehammers, clashing metal, and choppy editing collide with stunning visuals to craft an abstract and arresting spot that redefines the look and feel of luxury door hardware for a new market. A dedicated international effort, the diverse production team included partners from Poland and Colombia, and was shot on location in and around Bogotá. With stunning visuals in every direction, there was plenty of inspiration for the crew. |