Autumn Winter 2019
Braintree Village were really happy with the results of the “Out of Home” creative pivot of the Spring/Summer campaign and wanted to continue with a similar concept for Autumn/Winter.
Their Spring/Summer campaign was set in an idyllic Essex Village. Together with ICG Brandbuilders we built upon this style - increasing the scale of the backdrop to stage Christmas shopping imagery in a more chic, cosmopolitan landscape. The intended effect was to give viewers the experience of a big city shopping trip while showing them where to find the brands they love.
To maximise the budget we used our home city of Manchester to stage the action. With the help of Screen Manchester we did extensive location scouting to source areas of the town centre that had the scale and gradiour we were looking for, without being too recognisable. Detailed storyboards were made from location scout photography to demonstrate how the final advert would look. We sourced our cast from local agencies, managing all talent licensing negotiations in the process.
- Rebecca, Account Manager ICG.
behind the scenes
