Car brand smart is set to unveil a campaign aimed more at fashionistas than motoring enthusiasts under the banner, ‘Express your style with smart’.
The work features a smart style guide that closely resembles a fashion magazine.
Designed, written, photographed and packaged with extremely high production values the piece will be like a subscription magazine, and will be mailed in a clear plastic bag.
Celebrated fashion photographer Chloe Mallett, who has worked with Emma Watson, Girls Aloud, and Natalie Imbruglia for publications such as Elle and Nylon, has been commissioned to produce all photography.
She has also shot with leading fashion and lingerie brands including Victoria’s Secret, Jigsaw, Joseph, Temperly London and Anthropology. It is the first time smart has commissioned a shoot using a prominent fashion photographer.
On the back of the ‘magazine’ will be a very simple smart ad that its creator, Weapon7, has designed too.
“The smart range is all about self-expression and style so we were delighted to be able to work with prominent fashion photographer Chloe Mallett on this project,” said Creative Director at Weapon7, Jeremy Garner.
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