MARK SELIGER STUDIO x KITH | JERRY SEINFELD CAMPAIGN

Project Overview

Client: Mark Seliger Studio
Role: Strategic Partnership Development & Talent Curation
Timeline: Conceived Fall 2020 → Executed Fall 2022
Project Type: Brand Partnerships, Talent Strategy, Cultural Positioning

The campaign worked because Jerry Seinfeld wasn’t supposed to be there.

Mark Seliger Studio brought me in to develop brand and talent opportunities around the studio.

I used a 10-year relationship with KITH to bring Mark Seliger Studio into their creative process, then proposed an unexpected face for the Fall 2022 campaign: Jerry Seinfeld.

On paper, Seinfeld and streetwear weren’t an obvious pairing.

That was the point.

He brought New York, nostalgia, humor and instant cultural recognition into a category built around youth. Shot by Mark Seliger, the result felt surprising without feeling manufactured.

The idea was conceived in 2020 and ultimately executed for KITH Fall 2022.

3 BILLION+ IMPRESSIONS

The campaign crossed three billion impressions.

The images became memes. CNN, Esquire and People covered it. What began as an unexpected casting idea became one of those rare campaigns that escaped advertising and entered the broader cultural conversation.

The obvious choice rarely creates an unexpected result.

Casting wasn’t the executional detail here.

It was the strategy.

The right person changed how the entire collection was perceived, who paid attention to it and how far the campaign traveled.

Sometimes the most valuable thing you can bring to a project is knowing which two things should be in the same room before anyone else thinks to put them there.

PRESS // KITH FALL 2022 FEATURING JERRY SEINFELD

Click here for more info on KITH 2022 FALL CAMPAIGN

All photos copyright Mark Seliger