In 2014, Raymond dropped a wave of first-of-its-kind product innovations — bold, smart, and way ahead of the curve. But the brand still wore the tag of “My Father’s Brand,” stuck in nostalgia while the world moved on.

So, we flipped the script. No more emotional slow burns — just punchy, modern mini-TVCs where the product took center stage. Innovation became the story, and Raymond started speaking a new language: future-forward, style-led, and unmistakably now.