HBO SUITED
The story of a Brooklyn-based tailoring shop Bindle & Keep and the work they do with the transgender community.
Client
HBO Multicultural Marketing
Market
National
Line Of Business
Originals
Snapshot
Consumer Sweepstakes, Microsite, Influencer Mailers
Suited, a documentary by Lena Dunham (Girls), tells the story of a Brooklyn-based tailoring shop Bindle & Keep and the work they do with the transgender community. They empower trans people through an outward expression (i.e., a bespoke suit) that matches how they feel on the inside. The film follows the lives of six individuals—a lawyer trying her first case before the Supreme Court, a bachelor about to be married, a young man receiving his Bar Mitzvah, and so forth—in touching, insightful and relatable portraitures.
To premiere the documentary and encourage tune-in, we launched a microsite with a consumer sweepstakes where entrants were asked to submit a two-minute video describing their personal style and what a new Bindle & Keep suit would mean to them. A panel of community members selected three winners. Each received an all-expense paid trip to New York City for a custom-made Bindle & Keep suit, entrance to the Suited screening at the Brooklyn Art Museum, a $5,000 charity donation in the winner’s name to an organization of their choosing, in addition to an editorial photoshoot by Ben Lamberty. We placed the photoshoot imagery in mainstream men’s magazines like Details as a means of engaging dialogue and celebrating representation within the community. Finally, our team designed, produced, and fulfilled an influencer mailer featuring handmade neckties by Bindle & Keep.
