CUTS Clothing
THE STYLE ADVISOR
Featuring Jeremy Piven
PROJECT
The Style Advisor
CLIENT
CUTS Clothing
TYPE
Commercial
PRACTICES
Strategy • Ideation • Branding • Live-Action Production • Post Production & Finishing • Photography & Editorial
The Style Advisor
a new kind of office intervention…
The Elevator Pitch
"What are you wearing around your necks?" - Jeremy Piven, CEO (Chief Entertainment Officer)
Winners Wear CUTS
“Is that a cufflink?” - Jeremy Piven, CEO (Chief Entertainment Officer)
Built to Disrupt
CUTS Clothing came to us with a concept that aimed to entertain as much as it sold. The idea: a fast-talking, sharp-dressed style expert who drops into a modern office to shake up bad fashion habits. Enter The Style Advisor, a branded commercial series starring Jeremy Piven as a no-nonsense fixer who’s not afraid to call out a boxy fit or an outdated button-down.With Liam Campbel at the helm as writer/director, the spots walk a fine line between comedy and campaign — sharp enough to land laughs, and focused enough to land product. CUTS wasn’t afraid to lean into something a little edgier for their brand, which gave us the freedom to push the humor and tone while still keeping the creative anchored in their identity. The result: a binge-worthy series that champions CUTS as the modern uniform for the ambitious.
Our Role
From the start, Koncept 92 was more than a production partner — we helped shape how The Style Advisor would come to life. Working closely with CUTS and director Liam Campbel, we built the production from the ground up: locking logistics, assembling crew, and designing a workflow that could support both structured storytelling and fast-paced improv.We shot with dual ARRI Alexa 35s and Master Primes to stay agile without compromising image quality. Alongside production, we captured stills and behind-the-scenes content, and guided the entire post process to ensure a seamless tone from shoot through delivery. Every detail — from casting to camera movement — was dialed in to create something sharp, efficient, and on-brand.
Production Strategy
One of the foundational challenges was the location. We needed a space that looked elevated, felt real, and allowed us to create multiple visual worlds across several spots — without draining the entire budget. The office we secured delivered on both aesthetic and layout, but its massive windows introduced a major variable: daylight.With only one day for pre-light and staging, followed by a single shoot day, efficiency became the driving force. Scenes were timed with the sun’s movement, and every setup was designed to maximize light and momentum. A multi-cam setup with ARRI Alexa 35s allowed us to move quickly and adapt, while still achieving the cinematic quality the campaign called for.
Behind The Scenes
Step onto set with us as we bring The Style Advisor to life. This behind-the-scenes vlog captures the energy, chaos, and creativity of a one-day shoot with Jeremy Piven, a stacked cast, and a full production crew making it all happen. From early morning setup to final take, go inside the fast-paced world of branded storytelling — unfiltered, unscripted, and very on-brand.
Scale & Flexibility
This was a large, fast-moving production with over 70 cast and crew on set — including a wide range of influencers from CUTS’ ambassador network. At the center of it all was Jeremy Piven, whose energy, improvisation, and pacing drove much of the performance. We built our workflow around that — staying flexible to capture those unscripted moments without compromising structure.
The script gave us a solid foundation, but we embraced the freedom to pivot when the right moment struck. That demanded a crew ready to react in real time — from lighting and sound to camera — to catch the magic as it happened. The result was a series that felt sharp, spontaneous, and fully alive on screen.
Casting With Reach
Beyond Piven’s lead performance, CUTS brought in a diverse lineup of talent from their influencer and ambassador community. These supporting cast members added unique personality to each scene and extended the campaign’s reach across multiple audiences. Their presence gave The Style Advisor a sense of cultural currency — blending scripted polish with real-world relevance.
Collaboration & Outcome
CUTS was more than a client — they were true creative collaborators. From day one, they trusted us to move fast, think big, and take creative risks. That partnership gave the campaign its edge — allowing us to build something bold, cinematic, and fast-moving without compromising the brand’s identity. The Style Advisor has already made waves, combining sharp writing, premium visuals, and standout performances into a series that cuts through the noise. It’s funny, self-aware, and effortlessly tied to the product — proof that smart storytelling can still sell the hell out of great clothes.