Men, Sheep & Other Animals

A man in his underwear. A field full of sheep. An unlikely love story between comfort, fashion and the animal kingdom. Le Slibard is a men's underwear brand with a soft spot for animals and a questionable sense of humour. Saint-Tran accompanied the brand from its beginnings, developing its identity and creative direction before taking its wonderfully absurd personality into a series of campaigns.

Forget sculpted bodies, seductive stares and the usual underwear advertising clichés. Here, the unexpected takes centre stage. Fashion photography meets countryside absurdity, everyday situations become slightly ridiculous, and a pair of boxers is sometimes the least interesting thing happening in the picture.

Across different campaigns, we played with the fine line between polished editorial imagery and humour that doesn't take itself too seriously. Beneath the occasional nonsense sits a genuine commitment to animal welfare, giving Le Slibard a reason to care about more than what's underneath your trousers.

Because sometimes, good underwear deserves a very strange story.