Boston-based model and stylist Lucius Firmin has been tapped by Concepts and New Balance to creatively direct their latest campaign showcasing the ‘Rich Oak’ Loafer. In a heartfelt Instagram post, Firmin shared his excitement about the opportunity to represent his hometown through the campaign:
“Honored to have been chosen by @cncpts and @newbalance to creative direct their latest campaign of the ‘Rich Oak’ Loafer and to showcase Boston through my lens.”
Reflecting on his journey, Firmin highlighted how his connection to the Boston-based brands and his creative aspirations came full circle. He credited conversations with Deon Point and UnfollowMeThen during The Blond event as a pivotal moment, asking for the chance to demonstrate his skills and vision. A few months later, that moment turned into reality, allowing Firmin to showcase his unique perspective of the city he calls home.
In his post, Firmin emphasized the deep personal connection he has with Boston, noting that both Concepts and New Balance, as local companies, trusted him to feature the city in his own authentic way. The entire production, from concept to execution, was deeply rooted in the Boston experience, making the project even more meaningful to him.
Firmin also reflected on his roots in creative direction, a field he has always been passionate about, despite the natural evolution into modeling and influencing. To close, he expressed gratitude to his supporters, stating: “A lot of people don’t know that creative direction and design was and has always been my main goal. The modeling and influencing thing happened very naturally and organically. To many more projects 🥂”
The campaign’s visual team included Videographer Colin Pagnoni, Lighting by Riley Howland, and BTS by Winter Hill Media, while the featured talent included Isaiah Fortess, Ront617, Neemz, Tyler Loyal, and Leila Stella.
This collaboration between Lucius Firmin, Concepts, and New Balance highlights the fusion of creative direction, fashion, and local pride, with an eye on more exciting projects to come.
