At the start of pre-production, we pieced together the creative concept for this advert. We decided upon a narrative which showed a designer’s journey from humble beginnings creating garments at home, to running her own successful business and clothing line, thanks to the power of Brother’s Air Overlocker. This storyline was inspired by the rise of apps such as Depop and social power of Instagram, allowing young fashion entrepreneurs to reach their audience. The narrative was created to connect with this young, ambitious, and creative audience.

To plan what we would need to execute this concept successfully, we created a storyboard and shooting script which broke down each scene. Alongside this, our team put together moodboards that meant we could clearly communicate the look and feel we wanted to create using the set, costume, and cast. This process allowed us to clearly see what logistical elements needed to be put into place and polish the finer details in our creative vision.

Pre-production was carried out over the course of two months and this involved securing our two shoot locations:

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- Stylish Family Home: Manchester - A sleek and contemporary home we used to showcase the designer working from home;

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- New York Style Loft Studio: Manchester - An urban and New York style loft space used as our designer’s workshop. This space also had an infinity curve, perfect for our photoshoot session.
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We selected 3 models who we believed best fit the brief, and put them forward to Brother to sign off. An actor was then cast to play the designer’s role in the video, along with four extras.

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We shot the Air Overlocker video in June, filming on just one day from the early morning until 7.30pm. We had a team of sixteen on set that day, including our core team (Director, Producers, Videographer, Photographer), talent, additional crew and the Brother team.

During some of the scenes at the designer’s house, the video’s narrative was set during nighttime but was shot during the day. To achieve this effect, we used blackout paper to block the natural light coming in through the windows and used a CTB gel fixed onto an Aputure 300D light with a soft box, to achieve a moonlit glow onto the main subject.

All scenes were shot on our RED Scarlet-W cameras, capturing every detail with the utmost clarity and vibrance. We used a reflector in combination with a haze machine to add depth to the video and bring our main subjects and the Air Overlocker into focus.

Post-production for this video involved creating a series of seven social clips alongside the two-minute main video. The post-production part of the process involved colour grading, sound mixing, Visual FX, and more.

We delivered the main promotional video in a widescreen format, with the 20-60 second social clips provided in a 16:9 format, optimised for Instagram Reels and Tik Tok.