Our challenge was to put style and meaning back into a historic brand that had lost its foundations. By re-examining their forgotten history, ‘The True Original’ was reborn. Campaigns were shot using Tintype photography, a forgotten technique dating back to the 19th century links back to the birth date of the brand. We honoured this by focusing on one of America's original pastimes; Jazz. Shooting the Preservation Hall Jazz Band on location in New Orleans.