As part of my final year of university, my partner and I were tasked with rebranding Crombie for its global relaunch with an innovative campaign idea for the brand. The decision to rebrand Crombie was born from a desire to honour its unmatched legacy while making it relevant to a new, modern audience. For over two centuries, Crombie has stood as a quiet symbol of British authority, refinement, and enduring craftsmanship — but in an era shaped by digital storytelling, shifting values, and cultural speed, the brand needed a new language to speak to the next generation.

That language is CGI.

CGI offers a unique ability to reimagine heritage without erasing it. It allows us to tell Crombie’s story through moving visuals, immersive environments, and surreal experiences that transcend traditional advertising formats. Rather than a passive campaign, this rebrand becomes a multi-sensory journey — one where modern audiences can explore Crombie’s past, present, and future in one fluid, digital experience.