Arrive in style.
Mainline Menswear wanted a TV campaign that positioned them as the leading online fashion retailer. Providing users with easy and affordable access to their most sought after brands. As they were new to TV we were there to support them with a highly kinetic ad that was certain to leave an impression on audiences.
We determined that the success of this campaign would rely on altering the brand’s approach to their content. By shifting the creative away from purely fashion imagery we could clearly define Mainline Menswear as a fashion retailer instead of a fashion brand. By having their URL on-screen and introducing scenes of people using the app is a tried and true method to further increase traffic to their service.
It was important for Mainline to represent their entire 18 - 45 demographic, so created four distinct and relatable characters to organically present the brands connected to them. By showing the speed and convenience of using their online store via web and app while on the move, they would appeal to an audience with fast paced and busy lives.
Our aim was to maintain the visual style of previous campaigns while featuring scenarios and locations synonymous with fast movement and travel. We utilised some clever techniques and bespoke camera rigs to represent the speed of access to new outfits with their app. We set our action among the bustling urban streets of Liverpool and Manchester, and intercut fashion frames infused with realism along side dynamic shots of a city on the move.
This campaign was designed with a scope beyond your typical social first content. We scripted four distinct journey for our characters, specifically tailored for each audience. These micro-narratives were shot as individual, interwoven stories to be delivered alongside the hero ad. We maximised their budget to give them not just one ad (with cut-downs), but five!
behind the scenes
Creative Development
Script Development
Storyboard
Directors Treatment
Mood Reel Creation
Style Treatment
Enhancing the brief
Research & Ideation
Customer Personas
Project Management
Location Scouting
Location Management
Budget Management
UKTV Clearance
Music Library Search
Shoot Scheduling
Shoot Logistics
Crewing
Equipment Hire
Content Direction
Cinematography
Production Management
Art Direction
Assembly Edit
VFX
Colour Grade
Online / Mastering
Sound Design & Mix
Social Cutdowns
Broadcast Delivery
Video Editing
Motion Graphics
Video Retouch
