Munich based, all-men fashion brand, Hirmer, serves as a source of sartorial inspiration for the confident, modern, urban, German gentleman since 1915. As the fashion industry increasingly shouts out for individuality and uniqueness the marginal group of the plus-sized consumer are frequently left behind. With their big-size brand “Grosse Groessen”, Hirmer fills the gap for everyone from size 2XL up, or taller than 1,90m.
In their Grosse Groessen (Big-Sizes) campaign, Hirmer indicates that being different means being special, and being special stands for being utterly individual.
Matthias Zentner, the creative driving force behind the campaign, director and the owner of velvet Mediendesign, portraits one self-confident, satisfied and affirmative protagonist. The distinction to an average sized man is easily perceived when observing the adventures of our hero with a sense of comfort, intimacy and fun. Occupied by all the humorous, amusing moments he is being challenged with, he still makes room for an effortless, aesthetical entrance. As the day passes by, we see a man enjoying his life in full. His perfectly tailored clothing, carefully curated and impeccably fitted for every occasion, unfold in limitless flexibility and style and in unexpected range of designs, clothing and accessories for an oversized man. The language of fashion has the potential to emphasise the mood and emotion, but only the casualness of an accomplished personality, plus-size or not, makes it actually cool. In a world flooded with self-staged, self-curated and self-produced social media content, there must be a space for a body-positive, carefree and self-comfortable individual. Actually, we need more of the same, otherwise, the norm will become a standard. Our main focus was, of course, the protagonist. The whole concept is based on the presence of our hero. There was the urge to find one to convey credibly and elegantly the self-image of a man with a size beyond the norm. Regardless of the absurdity of the situations he faces, he is full of fervour and sincerity never forgetting not to take himself too seriously.
CREDITS:
AGENCY: Velvet Mediendesign GmbH
Creative Director: Matthias Zentner
Copywriter: Hans Merten
PRODUCTION: Velvet Mediendesign GmbH
Director: Matthias Zentner
Producer: Andreas Filip
SERVICE PRODUCTION: She Films
Service Producer: Minja Jovanovic
D.o.P: Luka Milicevic
POSTPRODUCTION: Velvet Mediendesign GmbH
Editing: Jochen Kraus
Color correction: Bianca Rudolph
Title animation: Thomas Wernbacher
Compositing: Peter Nemec
Compositing: Lene Martens
Digital Matte Painting: Lara Frank
Song “I made a Man of Me”
Music production: henanX feat. Bosworth Creative
Producer | Supervision: Henan Wensink
Supervision Bosworth: Dirk Lange
Composer: Oliver Schmitt | Peter Muessig | Krisz Kreuzer
Author: Oliver Schmitt | Peter Muessig | velvet Mediendesign
Vocals: Gordon Domnick
Verlag: Bosworth Music GmbH
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