How it happened
Written by the team.
Who better than Harold
Clothing brands always shoot campaigns with people who matter in their culture: models, actors, comedians, musicians.
For tern's first birthday, who better than Harold, the man from the Hide the Pain meme, to talk about the internet? Bringing a grandpa of the internet to a photo shoot made us laugh.
One morning in Cologne
It took months to set up, and we were really happy to pull it off in the end. We shot with him one morning in Cologne, in August 2023, and it was so much fun.
There was no product to launch. We just wanted to make a photo campaign.
When the photos came out, ChatGPT had just arrived, and a lot of people thought they were a montage or a green screen. He was in the room with us.
We kept the mug he held. Maxime looks after it carefully. It's a bit iconic.
