GRADUATE FASHION WEEK
NEW MEDIA AWARD
We wanted to create a film campaign for a fashion brand that we felt was tired and needed a revamp. Through market research, we came to the decision that Primark underwear had the strength in the product quality but lacked in connecting with the consumer. To help in our creative process we asked a friend to give us a film title to base our inspiration on when taking the project forward: the film was Black Swan (2011). The film inspired us to used natural footage through handheld camerawork and themes of intimacy through close up shots.
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We wanted to take Primark underwear advertising from the ‘cutesy’, young and upbeat to a more intimate, natural and down to earth feel. The film would be suitable for social media and transferable through different platforms and print.
