Canadian fashion brand uses chopping wood and gutting fish to promote Fall collections


Canadian fashion brand Smythe is putting high fashion on the chopping block in its first-ever fashion films. Created by Toronto's  Open and production company Sons & Daughters, the two films draw inspiration from Smythe’s smart and clean approach to fashion and design. Amidst rustic surrounds, a model effortlessly chops wood and guts a fish while sporting creations from the line’s Fall 2012 collection.

As a nod to Smythe’s roots and the designers themselves, the films feature two strong women doing typical rugged Canadian activities. In conceiving the spots, Open sought to express the transformative effect the designers’ impeccable tailoring can have on a wearer and a general point of view on life – “Make Anything Spectacular”.

Talk to any woman who owns a Smythe blazer or coat and they will tell you it will turn jeans and tank top into a fabulous outfit (…) We took that thought and stretched it into the hyper-real world of high fashion.

Christian Mathieu

Partner Open

Both films were directed by Sons and Daughters’ Christina Hodnet, shot by Canadian fashion photographer Mark Zibert, and feature music by Apollo.

Everything we do at Open we do in a collaborative way (…) These films are the result of a lot of hard work but also of a very open minded attitude. Everyone involved had a say. They got better every time someone touched them.

Martin Beauvais,

Creative Partner Open

Smythe creates essential wardrobe pieces that are both modern and emotional. The contemporary, flawlessly-tailored jackets and coats feature nostalgic colours, textures and prints that are distinct in their traditional menswear tailoring details. This sartorial fit made Smythe an instant success when the label launched in 2004.

Designed by Andrea Lenczner and Christie Smythe, Smythe’s made-in-Canada jackets have grown to enjoy a following that includes Canadian and international style makers including Blake Lively, Jessica Biel, Heidi Klum, Rachel McAdams, and The Duchess of Cambridge, Kate Middleton. Smythe enjoys international distribution in the finest boutiques and department stores.

Founded in Toronto by Christian Mathieu and Martin Beauvais, Open is a creative company focusing on strategy, advertising and design. Since its inception in fall of 2010 in Toronto, Open has done work for a range of clients including Frontier Networks, Environmental Defence and Casella Wines.

Smythe Film Credits

Client: Smythe

Co-Designers: Andrea Lenczner & Christie Smythe

Agency: Open

Partner Creative: Martin Beauvais

Partner Strategy: Christian Mathieu

Agency Producer: Anne Ngo

Writer: Claire deMarco

Art Director: Jessica Carter

Production Company: Sons & Daughters Toronto

Director: Christina Hodnet

Executive Producer: Liane Thomas

Director of Photography: Mark Zibert

Producer: Jeff Darragh

Production Designer: Luke Pryshlak

Wardrobe: Deborah Ferguson

Editorial: PosterBoy Edit

Editor: Danica Pardo

Producer: Michelle Lee

Colour Company: Notch

Colourist: Bill Ferwerda

VFX Company: Crush

VFX Artist: Andre Arevelo

VFX Producer: Emma Wojick

Music and Sound Design: Apollo Studios Toronto

Music on Smythe 1: Yan Dal Santo for Apollo Studios

Music on Smythe 2: Mathieu Lafontaine for Apollo Studios