Hero legacy in motionCase Cruyff

campaign

Legacy in motion

Art Direction
Visual Design

For the Cruyff brand, a label was introduced featuring smart suits designed for everyday wear: the Everyday Suit. I developed a campaign that bridges the gap between comfort and class, under the concept: Legacy in Motion.

This line consists of sweatchinos – suits that look like classic tailoring but feel like loungewear. The challenge lay in visually and conceptually communicating this contrast: smart and sophisticated, yet with the ease and freedom of everyday comfort.

Inspired by Johan Cruyff – the brand’s icon – I selected a piece of his personal history that captures his forward-thinking spirit: his 1972 Citroën SM. This car became the focal point of the shoot, staged on an abandoned airstrip. The setting reflects motion, ambition, and timeless style – the very essence of what the Everyday Suit represents.

Portfolio item CruyffCase CruyffCase CruyffCase Cruyff
Case Cruyff
Case CruyffJohan Cruijff/Citroën SM - 1972Case CruyffCase CruyffCase CruyffCase CruyffCase Cruyff
Case CruyffCase Cruyff

Credits

Art Direction, Visual Design

Marijke Heijdra

Photography

Vera Cornel

Videography

Demy Mertens

Production Assistants

Odine Toering & Wouter Aalberts

Muah

Sophie van Bijleveld

Models

Republic Men

Client

Cruyff, part of Premium Inc.

Concept images: Johan Cruijff/Citroën SM - 1972

Conceptual extension are created to further explore and enhance the original idea.