Quince launches its first 360-degree campaign, David Schwimmer fronts holiday film

Quince has launched "The Red Sweater," its first-ever hero film and the centrepiece of its largest integrated brand campaign to date, starring actor David Schwimmer.

The 60-second film follows Schwimmer, playing himself, on a chase through New York City. Everyone he meets is wearing the sweater he is looking for: a Quince cashmere sweater in a new shade, Coulis Red.

The campaign marks Quince’s first major 360-degree activation across owned, earned and paid channels. It debuts with the hero film on YouTube and a collaborative Instagram post from Schwimmer and Quince, supported by shorter edits across social, digital media and connected television. Paid media will run in the United States, Canada and the United Kingdom.

“Quince started with a $50 cashmere sweater and a simple belief: everyone deserves access to exceptional quality. That belief hasn’t changed, but the way we tell our story is evolving,” said Antonieta Moreland, VP, Brand, Quince. “We wanted to bring some humor and joy to the holiday season, and David was the perfect partner. He’s genuinely funny, deeply collaborative, and was already a fan of Quince long before this campaign came together.”

According to the press release, Schwimmer was involved in the creative process from script development through to the final edit. “When Quince came to me with this idea, I thought it was really funny - after all, a red sweater and I go back a long way. This time, I’m chasing the sweater, and somehow everyone else has one. Even the dog,” he said.

The campaign puts the spotlight back on the Mongolian cashmere sweater Quince launched with in 2019. The new Coulis Red colourway is available from November 9 on Quince.com and in the Quince app. Prices are 69.90 dollars for the men’s crewneck and 129.90 dollars for the women’s oversized crewneck.

Founded in 2019 and headquartered in San Francisco, Quince now offers more than 100 categories. The company says it serves more than 32 million active customers across the United States, the United Kingdom and Canada.

This article was written with the help of AI.