Arrive in style.
Creating a definitive call to action.
We determined that the success of this campaign would rely on altering the brand’s approach to their content. By shifting the creative away from purely fashion imagery we could clearly define Mainline Menswear as a fashion retailer instead of a fashion brand. By having their URL on-screen and introducing scenes of people using the app is a tried and true method to further increase traffic to their service.
Fashion at your fingertips.
It was important for Mainline to represent their entire 18 - 45 demographic, so created four distinct and relatable characters to organically present the brands connected to them. By showing the speed and convenience of using their online store via web and app while on the move, they would appeal to an audience with fast paced and busy lives.
World in motion.
Our aim was to maintain the visual style of previous campaigns while featuring scenarios and locations synonymous with fast movement and travel. We utilised some clever techniques and bespoke camera rigs to represent the speed of access to new outfits with their app. We set our action among the bustling urban streets of Liverpool and Manchester, and intercut fashion frames infused with realism along side dynamic shots of a city on the move. This campaign was designed with a scope beyond your typical social first content. We scripted four distinct journey for our characters, specifically tailored for each audience. These micro-narratives were shot as individual, interwoven stories to be delivered alongside the hero ad. We maximised their budget to give them not just one ad (with cut-downs), but five!
