The in-between

Smartset outfits for the smaller moments.

Smartset has reinvented itself, launching a rebranding campaign that features its new, more sophisticated and feminine logo and its new positioning: it has the right gear for women in their late 20s for all the living they do in between the big moments in their lives, like getting married, or moving out on their own, or even finding the right guy. The retailer provides the woman featured in the video above, who’s on the path to meeting Mr. Right, just the right outfit she needs along the way, even though it involves first meeting Mr. Wrong.


advertiser: SMARTSET
agency: Bos
CD: Gary Watson
AD: Jennifer Saunders
writer: Joanna Barrs
designer: Jeffrey Rosenberg
account supervisor: Maddie Gauthier
account director: Sebastien Moise
prodco: Holiday Films
director: Lena Beug
executive producer: Josefina Nadurata
producer: Amalie Bruun
DoP: Tico Poulakakis
editorial: Bijou Edit
editor: Ross Birchall
music: Vapor
song: “Twisted” by The 5 O’Clock Thursdays
photographer: Cheyenne Ellis