Maseur | Heritage Brand Refresh TVC Campaign
Service
Creative Production
The Concierge Agency is a creative production agency Sydney brands partner with to refresh, reposition and modernise heritage brands. For Maseur, our team delivered a fashion-forward campaign that honoured the brand’s legacy while introducing a new visual direction for contemporary audiences.
The campaign was designed to feel aspirational yet familiar. By balancing modern aesthetics with character-driven storytelling, the creative reframed Maseur as both timeless and fashion-forward.
The production was delivered through a one-day studio shoot using green screen, allowing for high-level VFX in post-production. The Concierge Agency led the creative direction, casting, styling and full production. As a result, the campaign delivered two 15-second TVCs for nationwide linear television, alongside still assets for brand-owned channels and in-store point-of-sale.
Importantly, the use of modern styling and cinematic visuals helped bring new energy to the Sven character. This approach maintained brand familiarity while introducing a refreshed visual language for contemporary audiences.
As the content rolled out across digital, social and retail channels, Maseur gained renewed visibility and relevance. In turn, the campaign strengthened the brand’s market positioning and reconnected with both loyal customers and new audiences. Ultimately, the work honoured Maseur’s history while confidently setting the stage for its next chapter.
