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