Bang & Olufsen's imagery language had hit a dead end. Flat, inconsistent, bit of a snooze-fest. It needed to regain its footing as a brand with a sharp eye for style, sophistication and surprise. We undertook the biggest lifestyle shoot in the brand's history, prioritising the use of analogue film, quiet-luxury details and diverse talent. The crux? Coining new lifestyle imagery that felt fresh but familiar. The kicker? Five-year buyout for all assets.