Best Made Company: Vagabond
Vagabond skirts the boundary between the conscious, gridded, urbanity of the city and the unconscious, anarchic, land of the wild. It manifests as an integrated advertising campaign for the brand Best Made Company—an outfit of axe-makers based out of a little shop in the heart of Manhattan. Vagabond serves to refocus Best Made Co. with an advertising campaign that reestablishes the brand's role as the provider of an escape into much-treasured wilderness. It cuts through the swaths of extraneous goods in the Best Made catalog, that have undercut the brand's philosophy and warped their image from essential to luxury.
Vagabond legitimately reconnects people with their landscape. There’s a certain mental and psychological fufillment that comes from a proper adventure into the unconscious world of the outdoors. It’s the tangibility of the physical in an increasingly hyperreal, digital world.
At its climax, Vagabond brings its audience to life through its short film Honest Abe—an exploration of the duality that the campaign addresses. It is the climactic capstone of all that the Vagabond campaign seeks to accomplish.