We needed to create an ad that showed how Cotton Traders is about being able to wear beautifully made,stylish and practical clothing that suits every element of your life. It’s versatile, aspirational and inherently practical and we delivered these messages by creating an everyday catwalk in multiple everyday locations – showing how you can look great and feel great, whatever you’re doing.  



We were contacted by Sharp agency, who came to us with their client Cotton Traders, a clothing brand with big ideas to bring a fresh approach to their advertising campaigns. With both an Autumn/Winter TVC and a Spring/Summer TVC to create, Sharp connected the two campaigns through their strong vision of the “5 Ways to Wear”. With such an established direction for the ads, Michael was able to devise his approach quickly and formulate a signature style that truly reflected where the brand is heading. 



With two campaigns to shoot we had to be clever with our approach and timings. Our production management team helped find locations which would suit both campaigns, and allowed us to strategically switch between the two ads and save time. For example, the cafe was used in two scenes from both AW and SS. This approach flowed in to our second shoot day at Yorkshire Sculpture Park, a location that the client had found themselves. Following the tech recce, we saw how the space allowed us lots of different options, from office space to country walks, helping us squeeze in as many shots as possible in to our day here.

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When it came to the shoot, our schedule ensured that time was split between film and stills so that Jay our wonderful photographer, and Michael and the team could both get what they needed. This meant that a lot of content was captured on the day, and that efficiency on set was key.

After a busy few days of shooting it’s safe to say everyone involved had worked really hard, and we were really happy with the results. After the success of AW19 we can’t wait to share the SS20 ad with you all.


Director Comment: Micheal J Ferns

“It was great getting to collaborate with The Gate on our inaugural commercial. Manchester really is a great city with heaps of talent.”



Crew & Agency

Agency - Sharp

Client - Cotton Traders

Director - Micheal J Ferns

Producer - James Shannon

Production Manager - Lindsay Cowan

Production Assistant - Lucy Edmondson

Location Manager - Craig Vance

DOP - Allstair Little

Camera Assistant - Aaron Hussein

Stylists - Julie Dickson & Nicky Goldsmith

MUA - Lou Mccann

Stills Photographer - Jay Mawson

Editor - Harley Spence

Commercials  Cotton Traders  clothes