Polo 67 — Ben Shelton

For the continuity of it's Polo 67 campaign, Ralph Lauren turned to Tux and Ben Shelton for a bright, bold and powerful social media campaign and digital assets. Shot against a stunning Italian backdrop, this campaign showcases not just Ben’s athleticism, but also his elegance and intensity - perfectly embodying the iconic fragrance.

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A Bold, Powerful, and Unmatched Campaign

We were tasked with creating a social campaign that highlights Polo 67’s power, richness, and inspirational quality. On the iconic clay courts of Italy, we maximized a three-day trip to complete a one-day shoot, capturing the strong and dynamic aspects of tennis. To convey the elegance and intensity of both the fragrance and the sport, we emphasized Ben’s movements, showcasing his speed and power. Our high-level assets included photos, videos, and a viral animation collage featuring Ben Shelton and the fragrance.

a journey of performance

As Ben shared his journey, we were privileged to witness the close bond between him and his father, former professional tennis player Bryan Shelton. They discussed their father-son relationship, the dynamics of coach and player, and the similarities and differences in their playing styles as part of a Father’s Day asset. This heartfelt exchange offered a glimpse into the perseverance and consistency needed to achieve one’s goals, and we’re honoured to have captured it.

A shared vision

Designing your dreams is easy when you love what you do — something we, the talent, and Ralph Lauren all have in common. For this campaign, we also introduced a one-of-a-kind custom Polo 67 tennis ball that captures the authenticity of the brand, and it’s a smash.