at and t cellular: Behind the Campaign

Sunday, September 7, 2025


WOMEN	HOME	MEN

We love being transparent with our SM Community, so it seems only right to share with you exclusive insight into the making of our latest campaign to launch the new Hera Collection.

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THE VISION

For the launch of this new collection, the campaign needed to be impactful; for every detail to foreshadow what Sans Matin is all about.

We wanted to create a contrast between precision in craftsmanship and quality, considered designs and confident silhouettes, set against the raw natural backdrop of the Yorkshire countryside.

OUR PARTERSHIPS

Partnering with Linley London, Addison Ross and Robert Stephenson Rugs to bring this vision to life was a natural fit, with aligned brand values and a shared consideration for design.

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THE SET BUILD

The less glamorous part... our whole team mucked in and went to huge efforts to bring the vision to life.

"The set tells the story of what we're all about: contemporary but timeless designs with an emphasis on attention to detail and high-quality craftsmanship."

"The living-room is the space you rely on for your comfort, just like our shoes. Blending the modern home with the rolling hills of Yorkshire's countryside is a display of the different habitats where the shoe is a natural fit, the setting a nod to our use of natural materials."

Willow, Creative Director at Sans Matin