The work
Smile
- Client
- Jules
- Industry
- Retail
- Date
- June 2025
About Jules
Menswear that stopped taking itself seriously, and started selling considerably more.
Jules had range, price and reach, and a tone that hedged. The work set out to give the brand an attitude specific enough to be recognised in a feed after half a second.
The challenge we take on
High-street menswear where every brand photographs the same man in the same light.
Differentiation in the category had collapsed into styling. With no product advantage to lean on, the only defensible territory left was how the brand behaved — so we built the campaign on humour, which the category had largely abandoned.
The tone
Clothes you can be photographed in without explaining yourself.
The line gave the brand permission to be light without being juvenile. Every asset was written to survive being seen without sound, which is how most of them were seen.
The channel plan
Built for the feed first, the poster second.
Vertical was the master format and everything else was derived from it. That inverted the usual production order and cut the cost of the social variants to a fraction of a conventional adaptation budget.
KPI
Performance snapshot
+47%
Engagement rate
Against the brand's own twelve-month average across paid and organic social
+16%
Store footfall
Increase across participating locations during the campaign weeks
1.8M
Organic views
Earned views on cutdowns the brand never paid to distribute
-34%
Cost per asset
Reduction in production cost per social asset versus the previous season