About the project


Photography & Film





Musto the British brand is seeking to pursue its growth ambitions in the British market. Musto is a clothing brand created in 1965 by Keith Musto, a British sailor and Olympic engineer. Musto designs sailing clothing, equestrian clothing, shooting clothing and offers a lifestyle range for outdoor. From Ian Walker and Pete Cummings to Armel Le Cleach and Jade Power: Musto’s ambassadors are the brand’s best agents. Through their sporting performance they convey an image of assured confidence and trust whilst overcoming the technical challenges of their field. Musto is the official clothing supplier for The Volvo Ocean Race, one of the longest and most demanding ocean races in the world. Merci has been setting the scene for the brand for several years by creating realistic product campaigns and action in ever more sublime natural settings.


The brief

To help Musto’s target equestrian audience to better understand the benefits of investing in technical clothing.

The solution

Merci Visual created a suite of assets to visually and graphically explain the clear benefits of Musto’s carefully tailored range of technical clothing, in particular the benefits of adopting a versatile three-layered system of bespoke outerwear.
Stylised photography and video show Musto’s range of technical equestrian clothing in use, with videos providing technical information through the use of layered graphics and tethered annotations, which add an extra layer of essential user information.
- Expert story-telling
- Artistic direction
- Photo campaign
- Brand and product films
- Post production / Calibration / retouching / motion tracking products...
Merci + Musto