Ace & Tate Launches First Ever Film Campaign 'come as you are'

Today sees the launch of 'come as you are', Ace & Tate's first truly multi-channel campaign. The project boasts another first with Lotte van Raalte (HALAL) venturing in to the world of video, having directed two short films to support the campaign. Setting the mood for their new visual brand direction, they start by exploring the many facets of four Amsterdam-based individuals. 

This project is a special one for the young but fast-growing brand, as it sits at the intersection of content and campaign, laying the foundation for the launch of Ace & Tate’s new brand platform that is set to be announced this Spring. 'come as you are' features a group of upcoming Amsterdam-based creatives, and shines light on their work, their identity, their beliefs, where they’re from and where they’re going. Cultivating their ties with the creative community, encouraging their audience to see things differently and celebrating self-expression is at the forefront of the brand’s vision. 'come as you' are nurtures the idea that everyone is made up of many selves, meaning there is no one frame that defines you, but many. 

Anoma Whittaker, Head of Creative, Ace & Tate, comments: “We’re thrilled to be embarking on 2018 with this new creative direction that will set the tone and pave the way for the year ahead. Ace & Tate is entering a fresh chapter – one that is more human, inclusive and in touch with our brand’s core values. We’re placing people in front of our product. To kick things off, we put the focus on our homecity by bringing on board innovative individuals from Amsterdam, to share their unique stories and pioneering vision with our audience. This is just the beginning.”

Lotte van Raalte, Photographer & Director, HALAL, adds: "I was immediately drawn to this project and Ace & Tate’s mission to put the spotlight on people and real-life stories. As a photographer, I’ve always had a very human-centred approach, being inspired by capturing authentic, genuine characters. When the opportunity presented itself to also direct their first ever films, it was important to stay true to my visual DNA and signature in this new format. That came rather naturally as we identified exciting individuals with uplifting stories. With plenty of creative freedom and transparent collaboration, we developed strong visual and conceptual ideas to give us the tools needed in communicating the stories of these innovative people.”

The details:

— Launches online and in selected Ace & Tate stores from 25 January

— In-store print publication for customers to takeaway

— The four stories: Saba Babas-Zadeh, Piet Langeveld, Frederik Molenschot, Ruben

   Baart