‘Go the extra’

When it came to plus-size clothing, the word ‘extra’ had a bad rep. We set out to change that. Jacamo’s extra sizes gave men extra confidence and helped them look extra smart. That could only ever be a good thing. It was time to show the world that fashion is fashion. Whether you need a wider fitting shirt or not.

The art direction, music, and the entire feel of these ads were a long way from the DRTV, ‘lads-banter’ style that had gone before. The client trusted us to take a huge leap in how they saw themselves as a brand. With the help of Toby Huntington-Whiteley’s first modelling stint and regular ambassador Freddie Flintoff, it was a new beginning for Jacamo. And I’m especially proud of it.