This experimental test film for a sunglasses presentation was created for the 16 – late 20s youth market. So we wanted it to have a cool, contemporary feel, while remaining elegant and stylish.
Centrepoint is a charity that helps homeless young people aged 16-25. Between 2015 and 2016 alone, it supported over 9,000 homeless young people - 90% of whom were able to move on successfully and make something of their lives. 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. And it is this fact that Centrepoint wanted to highlight. So we set about intriguing the viewer with an attractive French girl (played by the French actress Sarah-Laure Estragnat) on the run from some personal crisis that we can only imagine.
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.
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.
Founded in 1951 in Vienna, Frey Wille fuses gold to enamel to produce distinctive and richly coloured jewellery. Over the years, the company has paid homage to such artists as Claude Monet and Gustav Klimt by creating pieces clearly influenced by their work. The collection conveys a certain joyfulness and celebration of life through its vibrant mix of colour and design.
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.
By working closely with the client, we proposed a clear marketing strategy, working from the bottom up. Firstly, we suggested new point-of-sale for all stores, on which to base press advertising. For this we proposed creating 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 this classic look for two reasons: firstly, it’s a timeless look that could work very well for the brand over a long period of time. And secondly, it ties in nicely with the company’s heritage having been founded in 1951. So to capture the soft tones of those classic Hollywood studio stills of Grace Kelly, we employed our own 1950s tungsten lighting.
In addition, we felt that the gay market was one worth looking into as it’s a sizeable market and one we believed would respond well to the brand. So within the marketing mix we included one execution of a man wearing a pendant.
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. For the one execution aimed at the gay market, we changed the line to: Ooh la la! While still retaining the French theme, this clearly acknowledges the slightly unexpected sight of a man wearing a pendant that would normally be worn by a woman.
Frey Wille catalogue
Catalogues are the lifeblood of every self-respecting jeweller. They provide loyal and prospective customers with a showcase of the company’s latest range. So as much love and attention to detail should go into the catalogue as any other piece of marketing material. Here’s the front cover and a double page spread of a catalogue we produced for Frey Wille.
Steamline Luggage produces a distinctive range of beautifully finished, vintage style suitcases and holdalls that takes its inspiration from the elegant designs of yesteryear. These fabulous pieces are not only lovingly designed, but also built with the modern world very much in mind. So you can rest assured that handles, wheels and locks employ the latest construction methods. Unlike their forebears, Steamline pieces are robust, reliable and lightweight, and have been constructed to withstand the passage of time.
With this in mind, we wanted to create a campaign that reflected Steamline’s elegant vintage 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. 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.
Julia McLearon, the British designer is known for her chic silk scarves that are inspired by nature. There is a sense of fun and adventure to her designs, which we wanted to capture with this free-flowing shot of her fabric worn unconventionally by a model.
Arthur Barker set up his shoe making business back in 1880. Today Barker shoes are still lovingly manufactured in the same time-honoured tradition by hand. We wanted to capture the beauty of this hand-finished product without using models, distracting sets, or indeed headlines.
Yellow Rose Jeans
Yellow Rose designer jeans have been specially cut and tailored with up to 3% lycra to hug the body and show off natural curves; a fact we wanted to make evident through both copy and imagery.
Stylish swimwear by British designer Melissa Odabash will certainly get you noticed when you’re not immersed in the pool or the crystal waters of the Maldives.
La Perla was started in 1954 by the master corset maker Ada Masotti from Bologna, Italy where the tradition of silk and fine fabric manufacture stretch back to the 17th Century. Singlehandedly, Masotti reinvented and redefined the look of and attitude towards lingerie. To this day the brand has always stood for luxury and femininity - traits that we have endeavoured to reflect in both the photography and wording, which neatly plays on the name of the brand and its heritage.
The leaping jaguar is arguably as iconic as the Spirit of Ecstasy that graces the bonnet of that other great marque.
Few car manufacturers have ever dared not to show their car in an advertisement. Rolls Royce have often just shown the iconic radiator ornament, and Volvo once ran a full page in the national press featuring a David Hockney illustration and an analogous fairy tale that didn’t so much as show or mention a car in the copy.
Of course, the supreme confidence of any brand that can pull this off, will shine through and ultimately pay dividends.
Sometimes, however, being creative with the logo and making it bigger and more beautiful can actually work wonderfully well, too.
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.
Gucci is one of the world’s largest fashion brands and is the largest selling brand in Italy. Its reputation for style is renowned. While eyewear is only a small part of its enormous empire, we wanted to create a very confident and slightly cheeky campaign for its stylish photochromic sunglasses.
Photochromic lenses change from virtually clear to very dense shades in a matter of seconds, so we wanted to convey both the practicality and sexiness of Cucci’s photochromic eyewear by alluding to the risque novel Fifty Shades of Grey by E L James. Naturally, countless shades of grey are extremely desirable when the light conditions are constantly changing.
Oakley have a reputation for producing high performance sportswear including innovative and stylish eyewear. To reflect Oakley’s exceptional eye for design, we wanted to feature one of its very distinctive pair of sunglasses. And by employing a simple twist on the title of Billy Wilder’s stylish classic Some Like it Hot, our headline makes the point that Oakley shades are certainly very cool.
Malmaison operates 15 luxury hotels in the UK. The Oxford hotel was converted from a prison between 2003 and 2005, and formed part of the wider Oxford Castle regeneration project. While the Oxford Malmaison is a luxury hotel, many original features of the prison including metal doors and walkways have been retained – making the hotel distinctly quirky and unique. We wanted the ad to reflect this, while also standing out from the crowd.
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?