In shooting this commercial for Centrepoint, we wanted to break away from all the ‘homeless’ stereotypes and preconceptions that so many of us have about homeless individuals. Homelessness can befall anyone of any social background or nationality in the UK. There are no stereotypes. Circumstances can and often do dictate our lives, and can in many instances lead to a downward spiral. So we chose to shoot in well known London locations, rather than clichéd settings like railway arches, and we deliberately employed an attractive French girl (played by the French actress Sarah-Laure Estragnat) on the run from some personal crisis that we can only imagine. It felt right to film in back and white, which is arguably starker and more realistic. Interestingly, this kind of cinematic realism can also work remarkably well for certain luxury brands.
Sleeping with the Blackbirds
To publicise the teen novel Sleeping with the Blackbirds we took an extract from the book in which its 11-year-old protagonist reads a letter he’s just composed, and brought it to life with vignettes shot on location and in the studio. It was important to create a flavour of the story without giving away too much of the storyline. And the lighting had to work consistently across both close-up studio shots and wide angle location scenes. Oxford Prison D Wing was chosen as the location, as its Dickensian cells are very much in keeping with the old-world feel of this classic urban fantasy. We spent an entire day auditioning 11-year-old boys to narrate the film until we found Jacob Tofts whose voice had precisely the right expression and inflexion of the book’s protagonist.
Moving images are becoming increasingly used as point-of-sale by high-end jewellers. But from our own research, a great deal of this work features glamorous models rather than stunning products. While established brands can afford to take this approach, we feel that those names that aren’t ingrained in the public consciousness need to concentrate their efforts on making their products the heroes of these presentations. Close-up camera work, exquisite lighting, skilful editing and meticulous post-production are paramount when creating moving images for point-of-sale. In this respect, Mac and Pearl can be relied on to produce work of the very highest calibre, as this film for Swarovski amply demonstrates.
Swarovski is primarily known for its crystal jewellery. To accompany the short point-of-sale film, we produced this poster to show off its stylish and contemporary bangle in rose gold embellished with crystal pavé.
These exquisite handcrafted pieces were shot for Garrard, one of London’s most exclusive jewellers, to appear in press advertisements and the company’s website. To bring out the sparkle and detail, each piece had to be lit with specialist lighting and a plethora of bespoke paraphernalia too complicated to outline here.
We wanted the quality and traditional lines of the Osprey brand to speak for themselves simply and elegantly. So we set ourselves the task of showing a single item in its best possible light. Achieving precisely the right lighting and complimentary coloured backdrop was crucial in conveying a classic feel while displaying the quality and grain of the leather.
Having looked at the company’s point-of-sale, literature and marketing material, we felt that we could help Frey Wille up its game and take the company to a new level.
We proposed new point-of-sale for all stores, on which to base press advertising. For this we created a sumptuous full colour still life of one piece of jewellery, juxtaposed with a classic 1950s and highly aspirational black and white portrait of the piece being worn. We wanted to create a timeless look that could work very well for the brand over a long period of time. So to capture the soft tones of those classic Hollywood studio stills, we employed our own 1950s tungsten lighting.
In terms of copy, we wanted to convey the brand’s inherent joyfulness and elegance, and decided that the French phrase La joie de vivre reflected this sentiment very well.
To advertise Steamline’s distinctive range of vintage style luggage, we wanted to create a campaign that reflected Steamline’s elegant retro designs while conveying its robustness and ability to withstand everyday wear and tear. So we developed the idea of showing graceful vintage modes of transport including a biplane, a vintage open top roadster and the classic Pullman carriages employed by the Orient Express. We shot the vintage plane at an aerodrome in Hertfordshire; the vintage roadster on the beach at Camber Sands; and the Pullman carriages at Victoria station. These beautiful vehicles have stood the test of time and are still in working order. By associating our luggage with these iconic modes of transport, we are implying that Steamline luggage will also enjoy a long working life. A sentiment corroborated by our headline: Built to withstand life’s journey.
Barker shoes are lovingly manufactured in the old time-honoured tradition by hand. So to capture the beauty of this hand-finished product we deliberately avoided using models, distracting sets, or indeed headlines.
To convey this stylish swimwear by British designer Melissa Odabash, we adopted a classic look and feel and employed subtle tinting.
To do justice to the luxury and femininity of the La Perla brand, we endeavoured to create a campaign that was elegant and striking, while also capturing movement. To enhance the look of the campaign we saturated the colour to create a distinctive feel to the work. La Perla is a global brand, so we also wanted to create a strapline that would be understood internationally. Hence: La sensualite. La lingerie. La Perla
The leaping jaguar is arguably as iconic as the Spirit of Ecstasy that graces the bonnet of that other great marque. So for this ad we wanted to capture the leaping jaguar in the best possible light by reflecting it in a glass surface and creating a very graphic and dynamic representation of the Jaguar brand.
The Rolex Submariner is renowned for its ability to withstand depths of at least 300 metres. This technically challenging studio shot conveys its water and pressure resistance to great effect. There was no fakery involved. The water is real and the face of the watch had to remain pin sharp, clear and free from water during the set-up.
We wanted to create a vintage looking and slightly cheeky campaign for Gucci’s stylish photochromic sunglasses. Photochromic lenses change from virtually clear to very dense shades in a matter of seconds, so to convey both the practicality and sexiness of Gucci’s photochromic eyewear we alluded to the risqué novel Over Fifty Shades of Grey by E L James by including the line: Over fifty shades of grey.
To reflect Oakley’s exceptional eye for design, we wanted to feature one of its very distinctive pair of sunglasses. To make the shot as dynamic as possible, we shot on a reflective surface against a very dark backdrop.
This ad was created for the Nike Air Zoom Structure 18 -a running trainer that provides excellent water resistance and cushioning on hard surfaces.
With FIFA 2018 looming, we wanted to highlight the fact that the world’s biggest footballing event was taking place in Russia. What better way to do so than with a jewel encrusted football and an allusion to the world’s most famous spy? To make the sparkle of the diamonds really stand out, we shot against a black background