MASTER & DYNAMIC

MASTER & DYNAMIC

CREATION STORY

Master & Dynamic’s Jonathan Levine and Vicki Gross, with Miles Skinner, on the birth of the brand’s inaugural ad campaign.

Behind the scenes at the Master & Dynamic campaign shoot; all BTS photography by Matt Doscher

JONATHAN LEVINE, President & CEO: Going back 16 months — or longer — our design [philosophy] was to build something durable and timeless. I distinctly remember [that] in one of our briefs there was an [image of] a marble piece from a museum.

MILES SKINNER, Freelance Creative Director: I felt Master & Dynamic had created a product that could fit within, say, a design museum, so it made sense to make some [campaign] imagery that came from a place of fine [art]. I came across a film treatment we did for [the brand] about six months ago that never got used. One of the key frames was a pair of headphones on a bust in a museum. And we [said], ‘Okay, well, what if we reinvent that?’

VICKI GROSS, Co-founder: Over and over, we kept saying, ‘It’s going to be beautiful, right?’ I think we all know what beautiful means.

Model Louis Mayhew (center)

JL: In my head it clicked that Master & Dynamic was becoming a luxury brand when we started visualizing this campaign.

MS: We see headphones as the modern thinking cap; [they] help your brain make connections, and help ideas come to fruition. Statues and busts are [of] people that we remember for their great ideas. We had a fantastic team [on set] — [photographer] Christelle de Castro, [makeup artist] Deanna Melluso. Models [with] great bone structure.

VG: I was surprised at how many people were there. I think there was one person whose job was just to iron.

Makeup artist Deanna Melluso (right) with model Cristina Piccone

MS: Jonathan sent a text. He said, ‘How’s it going? You have pictures to share?’ I replied, ‘Jonathan, it might be better for you to see the makeup on set because it’s a bit out of context.’

JL: I don’t think I’ve ever shown up at any shoot we’ve [done]. I fundamentally know I shouldn’t go.

MS: Jonathan’s typing bubble [in reply to my text] popped up, and then it disappeared. I knew he was concerned, so I [thought], ‘Oh, god. Now I have to send these [iPhone photos].’

JL: [After final selects are made], I usually will ask to see the [images] that are thrown out. In this case I didn’t ask to see anything else. Miles probably fell off of his chair.

— as told to The Thick

Did you see? & Other Stories designers Behnaz Aram & Luca La Rocca form a creative union, deejay A-Trak takes The Thick Questionnaire.

Model Cristina Piccone

THE CAMPAIGN

Master & Dynamic's inaugural ad campaign, Create History, photography by Christelle de Castro

MH40

THE MODERN THINKING CAP

ME03

SONIC HARDWARE

ME01

MINIMAL IN METAL

MH30

THE MOBILE THINKING CAP

MH30

THE MOBILE THINKING CAP

MH40

THE MODERN THINKING CAP

MH40

THE MODERN THINKING CAP