Look closely at the model in Wilke-Rodriguez’s new ad campaign: It’s rising heartthrob Bobby Cannavale, from NBC’s Third Watch, given the glam touch by celebrity photographer Norman Watson.

The print ad campaign, by Moses Media in New York, consists of six black-and-white and color photographs and is the first for the design house from the shop.

It continues the celebrity-as-model theme started by the client’s previous agency, Direction NYC.

“Enrique Rodriguez, who owns the company, had used Benjamin Bratt for two seasons. [He] had such a strong reaction, he wanted to go forward with another celebrity,” said Deborah Moses, creative director of Moses Media.

Though she hadn’t worked with London-based photog Watson before, Moses knew he was the right choice. “Norman’s photography is celebrity-driven, and his photos of men are very strong,” she said.

The print ads broke this month in Maxim, Esquire and GQ. The campaign also includes outdoor advertising in key spot markets.