As the year hits its grand finale and the country prepares to descend back into a life of wearing pyjamas all day long, we’re here to show you why clothing is, in fact, absolutely essential. A pandemic can’t stop fashion, so we worked with Mainline Menswear to come up with a campaign that would block out the horrors of the outside world and remind you that nice new clothes can make you feel good again.
The high street is set to close once again this week, so Mainline is the perfect place to turn to for the best ever winter wardrobe. Our latest TVC for Mainline shows off the latest in designer fashion with the ‘Covered From All Angles’ campaign - whether you’re 18 or 45, whether you’re into Under Armour athleisure wear or Belstaff leather jackets, they cover it all.
Having worked with Mainline for their last 2 campaigns, the pressure was on to bring something new to the table. It needed to be a strong idea that ran across all social platforms, along with a 30” hero campaign for SKY adsmart. ‘Covered From All Angles’ uses obscure camera angles, VFX, forced perspective and mirrored images, making men around the country realise that a bit of retail therapy is all they need right now.
The ad was handled 100% in-house from pre-production right through to final delivery. Directed by our very own James Clancy, the ad was shot across multiple Manchester locations - including the city’s newest skyscrapers, the Renaker Towers. Iconic brands were featured - Levis, Armani Exchange, Belstaff, Barbour, North Face and Hugo Boss - with 3 models each styling two different outfits.
In post, offline was done by our editor Natalie Meziani, with online and grade by our Head of Post Mike Nixon. Additional VFX included distorting perspectives, mirroring shots and adding chromatic aberration to create a super stylised visual metaphor. Deliverables span all formats (vertical, portrait, 16:9, 6s bumper ads) plus a full 30” TVC which is live from the 1st November.
Crew & Client
Director: James Clancy
Client: Mainline
Producer: James Shannon
Production Assistant: Anna Boase
Production Management Assistant: Nathan Miah
DOP: Mike Staniforth
1st AC: Rob Shaw
Camera Assist: Jan Koblanski
Gaffer: Chris Sarg
Spark: Jenni Suitala
Hair & Make Up: Katy Brody
Hair & Makeup assist: Lauren Plumb
Models: Tom Walker, Joshua Jason, Laurence James
Post production all by The Gate
Offline editor + VFX: Natalie Meziani
Colourist + VFX: Mike Nixon
Music: North Not
Calling all Fashion Brands. If you have an amazing idea then Contact us and we'll make it happen.
