Be MOSS Bold

I recently led the creative on our pitch for MOSS’s Spring-Summer campaign. The brief was all about shifting the brand into a new space—confident, stylish, and self-assured.
We called our platform Be MOSS Bold. It’s more than a tagline; it’s a mindset. One that encourages modern men to dress with confidence, take up space, and express themselves through style.

For the art direction, I wanted the visuals to feel elevated but accessible—bold without being overdone. We built the look around a simple idea: the power of three. Each outfit is captured from three perspectives—a wide shot to set the scene and bring that aspirational lifestyle energy, a mid shot to show off the cut and fit of the suit, and a macro shot to highlight the craftsmanship in every detail. Together, they tell a full story: where he is, how he wears it, and why it matters.

Creative Direction Jonas Carvell
Copywriter Viren Mistry
Account Manager Rosie McDonald
Motion Nics Clavier
Artwork Philia Perekekeme
Artwork Kevin O’Brien

The creative platform

To complement this, we designed the messaging to mirror the same rhythm. Each look was paired with a three-part line—short, punchy statements that build on each other to echo the visual flow. The result is a layered storytelling approach where image and message work hand-in-hand to bring the MOSS Bold mindset to life.