When, in 2020, Birch was approached to create British tailor Thom Sweeney’s inaugural out of home campaign, we drew on one of the house’s natural strengths to differentiate the brand – its enviable contacts book.

Co-founders, Thom Whiddett and Luke Sweeney, have created a very different kind of English tailoring company; one that’s contemporary and refined, rather than old fashioned and tweedy, patronised by in-the-know celebrities and high-net-worths. The pair have close relationships with VIPs ranging from Eddie Redmayne to David Beckham, and we wanted to create a series of campaigns that would both celebrate and leverage these connections.

The first instalment took shape with British actor and long-term Thom Sweeney client, Matt Smith. Through film and stills – shot on Kodak 400-TX 35mm film – Smith’s irrepressible character, whimsical storytelling and immaculate clothes combine to create a portrait of modern Britishness that both celebrates and elevates the Thom Sweeney brand.