There have been many hurdles to overcome in the production world since March. Trying to make sense on set through a face mask, smiling using only your eyes, not making a brew for anyone other than yourself - it’s been weird.
Even though shoots were forced to stop for a while, we made it back and we’ve had to be creative to maintain our high delivery standards without compromising anybody’s safety.
We worked with Sharp Agency last year on the Cotton Traders campaign ‘5 Ways to Wear’, which featured different locations as catwalks. Scroll to 2020 and Sharp Agency are back at The Gate with ‘5 Wardrobe Wows!’ - a Covid-friendly shoot featuring model Ali Bailey in five Cotton Traders looks.
The nation’s mood is quite low right now, so Cotton Traders needed an ad that would bring a bit of sparkle to the screen. Director Laura Borgio brought just that - her experience with brands such as M&S, Spotify and Lego helped to deliver some vibrancy for the AW20 collection.
Led by art director Pete Rodwell, we turned one of our studios into a walk-in wardrobe. Walls were painted, clothes rails filled, a real life bedroom was born. The shoot took place in one day, with Ali trying different ways to wear ‘The Trail Blazer’.
Post production was handled completely in-house, with offline, online and grade taken care of by our head of post, Mike Nixon. We also supplied a behind-the-scenes edit, cut by our editor Harley Spence, plus 10” social cutdowns. The 30” TVC airs nationally on the 22nd September.
Client & Crew
Client: Cotton Traders
Agency: Sharp Agency
Creative Partner: Richard Sharp
Agency Producer: Sarah Jarvis
Account director: Alice Beckett
Producer: James Shannon
Production coordinator: Nathan Miah
1st AD: Stevie Fylan
DoP: Shaun Atherton
Focus Puller: Ben Oliver
VT Op: Duncan Lees / Matt Hewitt
DIT: Lauchlan Scott
Gaffer: Simon Atherton
Spark: Stewart Holt
Art Director: Pete Rodwell
Stills Photographer: Graeme J Hill
Stills assist: Ric Lowe
Post Production + grade: Mike Nixon
BTS: Jan Koblanski
BTS edit: Harley Spence
Model: Ali Bailey
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