In late 2022, Back Market invited us to help shape the visual story of their next "BM & Friends" episode — a collaboration with Crushon, the vintage fashion marketplace. Back Market would design a capsule collection of clothing and accessories sourced from Crushon's seven hundred thrift stores.
Going back to what's new.
We pitched three creative tracks. Be Kind, Rewind — a video built around reverse playback and the idea that going back to vintage is what's new. Tech Remake — recreating the aesthetic of a vintage repair store, as if Back Market and Crushon had existed in the 1990s. Return to the (Future) Market — pop, joyful, choreographed staging on bright backdrops, with food props and 90s styling.
Along the way, the campaign found its name in the work: Retour Marché.
