We teamed up for our second campaign for Mainline Menswear to create their latest campaign for SS20 'What will it be today'.
Mainline Menswear are an online fashion store that offer over 100 designer high street brands. The company was initiated in 2002 by Stuart Hicks and was invested by JD sports in 2014.
Mainline stocks a range of brands. From the likes of Hugo Boss, Adidas and Versace, to Ralph Lauren, Edwin and Armani. The range is fantastic, but consequently this means the target demographic varies quite drastically. With this in mind, we needed to produce a campaign with mass appeal
Our main objective with this campaign was to ensure that we created both brand awareness and response throughout the SS20 period. The last TV campaign we produced for Mainline was a success, so we already had a high bar to meet. For their last campaign, on Youtube, Mainline drove 17.28 million impressions by targeting each persona separately with their main advert and bumper assets with the relevant creative variation.
Their target audience spent £20 more per purchase compared to the overall and they saw several of the brands featured in the campaign over-index which in turn, feeds their future creative.
The campaign was conceived and directed by our in house director James Clancy.
The creative showcases one model, throwing shapes across the skyline of Manchester. He was styled to look effortlessly cool throughout. James's concept of ‘What will it be today’ is all about having fun with fashion, showing there are no rules, and encouraging the consumer to try new things out and embrace what they wear.
James wanted to play with filming techniques that were unique. With this being the case we experimented on the Omega AR2 rig. Will Lyte who was our steadi-cam op did a fantastic job at bringing action and dynamic camera moves in to play. It really helped spice up the edit and finished film.
This campaign is to run across all social channels including TV. We delivered over 40 assets to showcase 6 core brands that featured across the campaign…Armani Exchange, Adidas, Fred Perry, Vivienne Westwood, Levis and Barbour.
We also shot stills for this campaign, using our in house photographer Graeme Hill.
What We Did.
- 1 day film shoot including photography
- Delivered 1 x 30” TVC for Adsmart,
- 40 assets each product / brand to be showcased individually
Crew & Client
Client – Mainline Menswear
Director – James Clancy
Producer- James Shannon
DoP- Mike Staniforth
1st AC - Rob Shaw
Steadicam / Omega AR2 Operator- Will Lyte
Photographer - Graeme J Hill
Production Assistant- Ben Bradley
Offline / Colourist- Michael Nixon