Situation
Norman Ambrose, a renowned luxury furrier based in New York City, wanted to move beyond traditional fashion advertising that simply showcased models wearing exquisite furs. The brand sought a more conceptual and emotionally resonant campaign, one that would elevate its image and connect with modern audiences while maintaining its timeless sophistication.

Task
Our goal was to create a campaign that redefined how luxury and femininity were portrayed in the fur category. We needed to capture the strength, independence, and grace of the Norman Ambrose woman in a way that challenged conventions, stood out in the luxury space, and reflected the brand’s heritage and modern sensibility.

Action
We developed Relentless Grace, a concept-driven campaign celebrating strong, self-assured women who break societal boundaries and visual norms. Through cinematic photography and storytelling, we depicted familiar scenes in unexpected ways, juxtaposing power with elegance. Warm, golden tones, bold typography, and a refined aesthetic tied the campaign to Norman Ambrose’s legacy while giving it a distinctly modern edge. Aside from coming up with the concept with my partner, I also managed all aspects of production including casting models, creating shot lists, vetting photographers and locations, directing on set, and oversaw post-production. All photos were shot in Brooklyn, NY on a hot hot summer day.

Result
The campaign elevated Norman Ambrose’s brand perception, transforming it from a traditional furrier into a symbol of empowered luxury. “Relentless Grace” captured attention within the fashion community, resonated with a new generation of confident women, and reinforced the brand’s position as both timeless and progressive in the luxury fashion space.

Relentless Grace Collection

A woman’s role in society has dramatically evolved over time. Largely because women have changed their narrative by taking matters into their own hands and flexing their ingenuity. At Norman Ambrose, our powerful designs act as an ode to women everywhere who continue to redefine their roles with courage and push societal boundaries with grace.