Bethard

The Challenge - Bethard sought to refresh its brand identity by shifting away from an overly aggressive image to one that felt more approachable and engaging. Simultaneously, the company needed to reduce lead times for high-profile promotions, including major campaigns featuring Zlatan Ibrahimovic, to stay agile and competitive in a fast-paced market. The Solution - I directed a new photoshoot featuring Zlatan Ibrahimovic, redefining his portrayal to be more approachable and welcoming while preserving the integrity of Bethard's bold brand identity. This creative shift successfully balanced the brand's need for a friendlier image with its established strength and competitiveness. The Outcome - The brand evolution was a success, with a more balanced and approachable image for Bethard. The updated portrayal of Zlatan Ibrahimovic's streamlined the approval process for his campaign concepts, resulting in significantly shorter leadtimes and faster execution of high-profile promotions.