Proudly Filipino leather brand McJim Classic Leather has officially rolled out its international campaign shot in the historic and cultural city of Montreal in Canada. Brandishing its world-class products against a spectacular metropolitan backdrop, the company hopes to solidify its status as a global brand.
A team from Modeles LCP, a boutique modeling agency that exclusively represents male models in North America, conceptualized and directed the campaign shoot along the cobblestoned streets of Vieux-Montréal or Old Montreal.
“Part of the allure of Old Montreal is its classic and timeless vibe—the same attribute that defines our brand’s classic leather products. A city that has preserved its old-world heritage and a brand that has withstood the test of time—it’s a perfect tandem for this new ad campaign as it sets a new global stage for the brand that is renowned for premium quality and design,” McJim said in a statement.
“Our proudly Filipino crafted real leather belts with unique metal buckles, trendy and functional leather bags, and well-designed authentic leather wallets truly complement the classic Montreal setting. The chosen locale, which featured revered historical landmarks, served to highlight the traditional yet stylish design aesthetic of a brand like ours. It presented three category looks for the modern career man, namely the business look, casual chic, and work and play.”
Modeles LCP’s creative director Sands Palabrica, on the other hand, defined the men who would wear the collection as refined but with a fearless attitude. “They are thrill-seekers who live for the moment and embrace a zest for life notwithstanding demanding careers,” she said.
The ad campaign was the culmination of a series of rigorous yet exciting studies and consultations on how McJim accessories would stand out in a classic location like Old Montreal, one of the oldest areas in the city and the entire North America, with some buildings dating back to the 17th century.
The shoot was done in two locations–at the Old Courthouse, an Ionic style building that perfectly captures Victorian architecture, and the prestigious Centaur Theatre Building (the pillars), formerly the Old Stock Exchange Building of Canada, which is famous for its elegance and sobriety in style.
The man behind the lens is Nick Merzetti, the official photographer of the Toronto Men’s Fashion Week for various seasons—the same lensman behind a slew of global campaigns for designer and fashion brands.
Stylist extraordinaire Benoit Brûlé, meanwhile, took the helm in creating the look that made the collection stand out on international models Pierre Moreau and Philippe Desjardin, who imbued the project with grace and professionalism. Pierre has walked the runways of New York Men’s Fashion Week, Toronto Men’s Fashion Week, and Manila fashion festivals, among others, while Philippe, who is currently in Asia for extended projects, has graced the fashion editorials of many local and international designers.