British heritage brand Baracuta, founded in 1937 in Manchester, UK was acquired by Italian holding company WP Lavori in 2012, alongside Barbour and Woolrich.

WP Lavori was keen to continue honouring the strong British bond in the brand’s visual communication. Collaborating with Creative Director Takeharu Sato our campaign proposal, "Master and Apprentice" won the pitch competition.

We were interested in visually bridging together the various generations of British subcultures over the past decades, with a focus on trades and craftsmanship. The challenge was then to find a good array of crafts that would encompass the spirit of the Baracuta clientele: proudly anchored in Britain's traditions, yet contemporary and forward-thinking.

I scouted and convinced three brilliant entrepreneurs and craftsmen to partake:

• Globemaker Peter Bellerby, Bellerby & Co Globemakers

• Head Chef Jackson Boxer, Brunswick House

• Vintage motorcycle restorer James Jordan, Kingdom of Kicks.

Creative Director: Take Sato

Creative Producer: Ana Bogdan

Photographer: Mark Sanders