When Ascot & Charlie came to me to re-do their Instagram photo content, I thought hey, two birds with one stone. First, I get to work with a fashion start-up, and second, I get to shoot in Paris of all places.

The creative challenge: How can we turn an empty Parisian studio into a gorgeous set that alludes to a backstory? And while we’re at it, how can we capture the shifting attitude within one young man, between the preppy Ascot and the irreverent Charlie?

The insight: We’re made of duality. Confident one hour, vulnerable the next. Calm sometimes, turbulent some other times. Timeless in a button-up shirt, millennial hipster in a white pair of sneakers. Each man is a two-faced coin.

The idea: Inspired by James Dean and Call Me By Your Name, we wrote very short spots suited for Instagram to make viewers relate to our character in his duality, and fall in love with him, and click through to the brand page.