Adventure and Danger Are Brewing in Droga5 London's Work for Belstaff

If you're wearing Belstaff, get ready to set off on a great, potentially dangerous, next adventure. The clothing brand released new print creative from Droga5 London, the agency's first work for Belstaff after winning the business in November 2015. Droga5's work kicks off the "Here Be Dragons" campaign, aimed at capturing the adventurous spirit of Belstaff and the people who wear it. It's also designed to show how Belstaff's clothing can protect the wearer in any type of situation, even when navigating new terrain. "Our latest campaign is as true to the Belstaff brand today as it always has been and aims to inspire audiences to go beyond their boundaries in the knowledge they are accompanied and protected in iconic style by their trusted Belstaff," Gavin Haif, Belstaff CEO, said in a statement. Photographer Christian Weber shot the work, which features up-and-coming Serbian model Mijo Mihaljcic and a previously retired and famed model Mark Vanderloo, in a location that is meant to look far away and difficult to reach, tying into the "Here Be Dragons" theme. Years ago when parts of the world were still uncharted, dragons would be placed on maps to identify unexplored, and potentially dangerous, parts of the world to scare people away from these locations. Instead, adventure seekers set out to explore these places. That sentiment is captured in the print work by showing a man and woman overcoming fears and boundaries to discover something new and exciting. (Though we might not advise suiting up in Belstaff and cliff jumping as the models do here. But whatever floats your boat.) "Belstaff has a long and rich history of creating clothes designed for the more adventurous amongst us, yet today the world is all discovered, all knowing—the boundaries we once strived to push past no longer hold such esteem. We can go online and travel to any place on the planet without having to leave the comfort of our chair," David Kolbusz, CCO, Droga5 London, said in a statement. "The campaign we've created reimagines what Belstaff and Britain have been historically known for—tough, adventurous souls that will seek out the uncharted and refuse to settle for the mundane." CREDITS Client: Belstaff Campaign title: Here Be Dragons Chief Executive Officer: Gavin Haig Global Marketing Director: Melanie Hutcheon Agency: Droga5 London Chief Creative Officer: David Kolbusz Executive Creative Director: Rick Dodds Executive Creative Director: Steve Howell Art Director: Steve Paskin Producer: Monika Andexlinger Account Director: Josie Robinson Head of Strategy: Toto Ellis Strategist: Damian McKeown Head of Client Service: Amy Garrett Designer: Chris Chapman Photography Agency: We Folk Agent: Olivia Gideon-Thomson Photographer: Christian Weber Stylist Agency: CLM Worldwide Stylist: Tom Guinness Hair Stylist Agency: CLM Worldwide Hair Stylist: Roxy Attard Makeup Artist Agency: Streeters Makeup Artist: Laura Dominique Male Model: Mark Vanderloo Female Model: Mijo Mihaljcic Production Company: We Folk Producer: Sam Rudd Post Production (Retouching): Notion London Retoucher: Linn Svensson

Brand Marketing

Adventure and Danger Are Brewing in Droga5 London's Work for Belstaff

'Here Be Dragons' is Droga5's first campaign for the clothing brand

Katie Richards

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Katie Richards