Abercrombie & Fitch's CEO enlisted Bruce Asbury to rebrand their kids' division by creating new lifestyle imagery to launch their London flagship store. The result was overwhelmingly positive because for the first time in the brand's history, the imagery resonated with the customer. Bruce Asbury was able to change the brand perception and put abercrombie kids on a path for success. For over 30 shoots, working with photographers Benjamin Scot, Thanis Maretis, Seth Miller and Kurt Eggering, the spirit and youthfulness of a brand was unleashed and became the blueprint for the company.