It’s official: Sunnies Studios‘ newest face is none other than James Reid, headlining one of the local brand’s biggest campaigns of 2018.
Martine Cajucom, the label’s Creative Director, says of their latest poster boy: “We weren’t looking for the Sunnies Studios version of an “internet boyfriend,” we definitely wanted someone more dynamic, more creative; a unique individual who brings more than just a cute face to the brand. He’s authentic, he’s chill, and he has the kind of talent that only hard work can bring—we think [James] is a good fit for Sunnies Studios.”
We agree. Chill, unassuming, and professional, James does things for the thrill, not the trophies. “I listen. I still listen to a lot of different things these days, only because I don’t want to get stuck saying the same thing everybody else is saying. I like being different,” the Never Not Love You leading man shares, musing about his creative influences. James might always be the first one to break the rules, but his passion to change the game is what caught Sunnies’ attention in the first place. He’s a star, but beyond that, he’s also just a guy trying to live in his moment. “I’m just here. My work, my music, my real life – and I’m just trying to have a good time.”
“James Reid came out of left field for me – but the more I saw him, the more I understood. The more I liked what he brings and represents. I love his music, I love his alternative spirit, his [being an] artista is atypical and I love the fact that he’s always worn Sunnies Studios,” Georgina Wilson, Sunnies’ Marketing Director, says.
“Planning the shoot for James,” Martine begins, telling us about building the visuals of this campaign. “We thought about bringing back the spirit of our old campaigns way, way back to the beginning of the brand. We would shoot a lot of our images guerilla-style, with a really lean team. The charm of it was not knowing what you’ll get until you get there, capturing a lot of real moments along the way. For James, that’s basically what we did. For the visuals, we were inspired by the soft, sun-dappled lights and the eighties prep vibe from the film Call Me By Your Name – we booked a 12-hour mini vacation to a poolside villa outside of the city. A couple of books, some good food, music, it was a few fun hours spent with James and our photographer Cenon Norial III. Seeing the images now, we think we were able to capture a different side of James, a side that’s closer to something real.”