Sean John is getting ready to reveal its fall ad campaign dubbed Dream Big, the brand’s longstanding mantra. It features young influencers living out their dreams in their professional endeavors. Actors and musicians Jussie Smollett, 32, and Quincy Brown, 24, will star in the campaign, along with male model Broderick Hunter, 24.
The ads were photographed by Cheryl Fox at Daylight Studios in New York.
Smollett stars as Jamal Lyon on Fox’s hit TV show, “Empire.” He is also an accomplished singer and songwriter, having written, “I Wanna Love You” and “All of the Above.” He also cowrote the hit “You’re So Beautiful” on the original soundtrack from Season 1 of “Empire.” The single debuted at number one on the Billboard 200 chart in March. In the campaign, Smollett wears a range of Sean John looks from suiting to sportswear and accessories.
Brown, stepson of Sean “Diddy” Combs, appeared in the 2015 films, “Brotherly Love,” and “Dope” and released his music single, “Friends First.” He also directed a music video for singer and actress Elle Winter’s song, “No Words,” in June. This marks the sixth campaign in which Brown has appeared, having posed for Sean John Boys at age 13. In the ads, Brown and Hunter are photographed wearing Sean John tailored clothing, sportswear and accessories.
Coined as the Little Dreamers, the Sean John boys’ imagery also features Lebron James Jr., 10; Bryce James, 8, and Kiyan Anthony, 8, sons of NBA stars Lebron James and Carmelo Anthony.
The Dream Big movement is powered by a national ad campaign that will highlight images across Sean John’s in-store shops at Macy’s, social media channels and outdoor venues. The campaign will break exclusively in the September issue of GQ. The company will also use Combs’ social platforms to deliver the campaign message to his 20 million followers. In addition, Curalate will provide one-click shopping on Instagram with a video component. Sean John partnered with Spreadhouse, a production company, to create individual videos featuring Smollett, Hunter and Brown that will live on the brand’s social platforms.
All of the Sean John licensed businesses in the U.S., such as tailored clothing, sportswear, footwear, eyewear, accessories and hosiery, are participating and contributing to the cost of the campaign. The company declined to reveal Sean John’s fall advertising budget.
Sean John ranks as one of Macy’s largest men’s brands, selling in the majority of its stores. The collection targets Millennial consumers, a major force for the retailer. Sean John sportswear is exclusive to Macy’s, while the other licensed products have wide distribution.