Baldessarini has dressed confident men for decades. Premium menswear with a sensibility, architectural, calm, uncompromising. For Autumn/Winter 2026, the collection drew on the work of Italian architect Gio Ponti. We led the creative production process, from concept and casting through on-set direction to final delivery across every channel.
The Situation For Autumn/Winter 2026, Baldessarini built a collection around the work of Italian architect Gio Ponti. Clean shapes softened by warm materials. City and nature held in the same frame. The challenge was to carry that duality into a full season including campaign imagery, film, social content and showroom materials without losing the atmospheric thread that made the collection coherent.
What we Did The Foreign Office led the creative production process from first concept through final delivery. We developed the campaign narrative from the Gio Ponti reference, scouted locations, coordinated casting and prepared creative briefs across every discipline. On set, we directed styling, hair and makeup, model posing and energy in real time. In post, we oversaw editing and grade across the full deliverable set, with the campaign film as the through-line for everything else.
Outcome One identity for the season. Campaign imagery and film, editorial and mood content, behind-the-scenes material and sales collateral, all carrying the same architectural calm across showrooms, social media and retail. Sales teams had a toolkit that held the brand's vision through to the end customer. Nothing translated. Nothing got lost.
Highlights Concept and storyline. Campaign narrative developed from the Gio Ponti collection reference.
Pre-production. Location scouting, model casting, creative briefs for photographer, videographer, hair and makeup, flat lays and posing.
On-set direction. Styling, hair and makeup sign-off, model briefing, real-time creative oversight.
Post-production. Full editing and refinement across all deliverables. Campaign film from rough cut to final grade.
Channel preparation. Assets prepared for showroom, social, retail and digital.
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CREATIVE DIRECTION
Gio Ponti built spaces that felt inevitable. The campaign had to do the same. Not decoration on top of a collection but the visual logic of the collection itself, made visible.
