Brother: Aveneer
For the launch of Brother’s most luxurious sewing machine yet, we produced a minimalist lifestyle video that redefines sewing as an art form. Using dynamic lighting, elegant visuals, and a cinematic soundtrack, the video captures the ‘Aveneer’ as more than just a machine, it’s an invitation to create.
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CONCEPT DEVELOPMENT
+ Idea Generation & Iteration
+ Storyboard/Shot list
PRE-PRODUCTION
+ Concept Refinement
+ Logistics
+ Crew Hire
+ Scouting
+ Prep
PRODUCTION
+ Directed
+ Produced
+ Shot on Red
POST-PRODUCTION
+ Editing
+ Voiceover Casting & Recording
+ Sound Mix & Master
+ Visual FX
+ Colour Grade
+ Music Licensing
+ Subtitling
+ Amendments
1 x 70-SECOND PROMOTIONAL VIDEO
4 x 15-70-SECOND SOCIAL CLIPS
200+ PHOTOGRAPHY PACKAGE
CONCEPT DEVELOPMENT
+ Idea Generation & Iteration
+ Storyboard/Shot list
PRE-PRODUCTION
+ Concept Refinement
+ Logistics
+ Crew Hire
+ Scouting
+ Prep
PRODUCTION
+ Directed
+ Produced
+ Shot on Red
POST-PRODUCTION
+ Editing
+ Voiceover Casting & Recording
+ Sound Mix & Master
+ Visual FX
+ Colour Grade
+ Music Licensing
+ Subtitling
+ Amendments
1 x 70-SECOND PROMOTIONAL VIDEO
4 x 15-70-SECOND SOCIAL CLIPS
200+ PHOTOGRAPHY PACKAGE
CONCEPT DEVELOPMENT
+ Idea Generation & Iteration
+ Storyboard/Shot list
PRE-PRODUCTION
+ Concept Refinement
+ Logistics
+ Crew Hire
+ Scouting
+ Prep
PRODUCTION
+ Directed
+ Produced
+ Shot on Red
POST-PRODUCTION
+ Editing
+ Voiceover Casting & Recording
+ Sound Mix & Master
+ Visual FX
+ Colour Grade
+ Music Licensing
+ Subtitling
+ Amendments
BRIEF
EXECUTIVE SUMMARY
At the beginning of 2023, Brother Sewing entrusted us with a highly confidential project: the launch of their most advanced sewing, embroidery, and quilting machine to date, the ‘Aveneer’, developed in collaboration with Disney. Aimed at affluent women aged 50 and above, the campaign sought to position the ‘Aveneer’ not just as a tool but as a partner in artistic expression. Through strategic planning, innovative production, and meticulous post-production, we crafted a luxurious and aspirational lifestyle video, along with social media clips and a comprehensive photography package. The result was a resounding success, receiving acclaim from Brother and their dealers' network at the launch event.
INTRODUCTION TO BROTHER SEWING
Brother Sewing is a globally renowned brand specialising in sewing, embroidery, and quilting machines known for their quality, craftsmanship, and innovation. With a rich heritage of over a century, Brother has consistently pushed the boundaries of what’s possible in textile arts. The launch of the ‘Aveneer’ represented a significant milestone, blending cutting-edge technology with sleek design, requiring a campaign that could encapsulate this fusion of tradition and innovation.
OBJECTIVES & GOALS
Primary Objective: Create a luxurious and aspirational lifestyle video that positions the ‘Aveneer’ as the pinnacle of sewing innovation and a partner in artistic expression.
SPECIFIC GOALS
Elevate Brand Image: Appeal to an affluent, style-conscious demographic.
Showcase Innovation: Highlight the advanced features and sleek design of the ‘Aveneer’.
Emotional Connection: Craft a narrative that resonates with the target audience’s appreciation for quality and craftsmanship.
KEY PERFORMANCE INDICATORS
Engagement Metrics: Video views, likes, shares, and comments across platforms.
Dealer Feedback: Positive reception and increased orders from Brother’s dealer network.
Brand Sentiment: Enhanced perception of Brother as an innovator in the industry.
BRIEF
EXECUTIVE SUMMARY
At the beginning of 2023, Brother Sewing entrusted us with a highly confidential project: the launch of their most advanced sewing, embroidery, and quilting machine to date, the ‘Aveneer’, developed in collaboration with Disney. Aimed at affluent women aged 50 and above, the campaign sought to position the ‘Aveneer’ not just as a tool but as a partner in artistic expression. Through strategic planning, innovative production, and meticulous post-production, we crafted a luxurious and aspirational lifestyle video, along with social media clips and a comprehensive photography package. The result was a resounding success, receiving acclaim from Brother and their dealers' network at the launch event.
INTRODUCTION TO BROTHER SEWING
Brother Sewing is a globally renowned brand specialising in sewing, embroidery, and quilting machines known for their quality, craftsmanship, and innovation. With a rich heritage of over a century, Brother has consistently pushed the boundaries of what’s possible in textile arts. The launch of the ‘Aveneer’ represented a significant milestone, blending cutting-edge technology with sleek design, requiring a campaign that could encapsulate this fusion of tradition and innovation.
OBJECTIVES & GOALS
Primary Objective: Create a luxurious and aspirational lifestyle video that positions the ‘Aveneer’ as the pinnacle of sewing innovation and a partner in artistic expression.
SPECIFIC GOALS
Elevate Brand Image: Appeal to an affluent, style-conscious demographic.
Showcase Innovation: Highlight the advanced features and sleek design of the ‘Aveneer’.
Emotional Connection: Craft a narrative that resonates with the target audience’s appreciation for quality and craftsmanship.
KEY PERFORMANCE INDICATORS
Engagement Metrics: Video views, likes, shares, and comments across platforms.
Dealer Feedback: Positive reception and increased orders from Brother’s dealer network.
Brand Sentiment: Enhanced perception of Brother as an innovator in the industry.
PRE-PRODUCTION
CHALLENGES FACED
Confidentiality Constraints: Managing a highly confidential project involving coordination between European and U.S. offices.
Target Audience Nuances: Tailoring content to appeal to affluent women aged 50+, balancing modernity with classic elegance.
Product Limitations: Working with an early sample of the ‘Aveneer’ with features still being developed.
Logistical Issues: Production plans were adjusted due to challenges transporting the machine, leading to a change in location and schedule.
STRATEGY & APPROACH
CREATIVE CONCEPT
We aimed to transform the perception of sewing from a practical skill to an art form synonymous with high-end craftsmanship.
Visual Aesthetics: Inspired by high-fashion editorials, emphasising minimalist and contemporary design.
Narrative Focus: Portraying the ‘Aveneer’ as an essential partner in an artist's creative journey.
Music Selection: Chose a blend of cinematic strings and electronic drums to reflect Brother’s heritage and innovative spirit.
TARGET AUDIENCE
Demographics: Affluent women aged 50+ with a passion for sewing, embroidery, and quilting.
Psychographics: Individuals who value quality, innovation, and the artistic aspects of textile crafts.
CHANNELS & PLATFORMS
Primary Platforms: Brother’s official website, YouTube, Facebook, and Instagram.
Content Formats: Main lifestyle video, social media clips, and a photography package for various marketing materials.
EXECUTION
Music as a Foundation: Collaborated closely with Brother to select a music track to set the tone for the entire video.
Artistic Collaboration: Partnered with Dutch couture designer Tess van Zalinge, known for merging craftsmanship with architectural design.
Storyboarding: Developed a visual narrative alternating between the machine’s sleek design and the model’s creative process.
Location Scouting: Initially planned for Manchester but adjusted due to logistical challenges.
production
Location Change: Moved production to Westerpark Studio in Amsterdam in June.
FILMING DETAILS
Duration: Two-day shoot with a fourteen-person crew.
Lighting Techniques: Creative lighting is used to add depth, colour, and texture, enhancing the aspirational feel.
Adaptability: Adjusted the shot list on set to accommodate the early sample of the ‘Aveneer’.
Additional Shoot: Scheduled an extra day in Manchester in July to capture features that were initially unavailable.
POST-production
Editing and Visual Effects: Applied colour grading and visual effects to polish the footage and maintain the campaign’s luxurious tone.
Music Integration: Ensured the selected track seamlessly guided the narrative and pacing.
DELIVERABLES
Main Video: A lifestyle feature video highlighting the ‘Aveneer’.
Social Media Clips: Four platform-specific clips to amplify the launch.
Photography Package: Over 200 lifestyle and product images for marketing use.
RESULTS & OUTCOMES
Quantitative Results
Dealer Reception:
Received a massive round of applause at the launch event.
Qualitative Feedback
Client Satisfaction:
Brother expressed exceptional satisfaction with the campaign, noting its alignment with their brand vision.
"We started the EV1 launch in DE and your video got a very nice round of applause and dealers were suitably impressed! We had it on a massive projector where you could see every gorgeous detail with super sound, so it was supercool to see it in all its glory."
Roné Auret, Marketing Manager at Brother Sewing
ACHIEVEMENT OF GOALS
Successfully positioned the ‘Aveneer’ as a luxurious, innovative machine.
Enhanced Brother’s brand image among the target demographic.
Established an emotional connection with the audience, elevating sewing to an art form.
CONCLUSION
The ‘Aveneer’ campaign exemplifies our ability to deliver high-quality, aspirational content that aligns with a client’s brand and objectives. By overcoming logistical challenges and adapting to the project’s needs, we produced a campaign that not only met but exceeded expectations, significantly impacting Brother’s brand perception and product launch success.
LESSONS LEARNED
Adaptability is Key: Flexibility in production planning is crucial when faced with logistical challenges.
Collaboration Enhances Creativity: Working closely with clients and artistic partners like Tess van Zalinge enriched the campaign’s quality.
Music Drives Narrative: Selecting the right soundtrack can significantly influence the tone and pacing of the video.
PRE-PRODUCTION
CHALLENGES FACED
Confidentiality Constraints: Managing a highly confidential project involving coordination between European and U.S. offices.
Target Audience Nuances: Tailoring content to appeal to affluent women aged 50+, balancing modernity with classic elegance.
Product Limitations: Working with an early sample of the ‘Aveneer’ with features still being developed.
Logistical Issues: Production plans were adjusted due to challenges transporting the machine, leading to a change in location and schedule.
STRATEGY & APPROACH
CREATIVE CONCEPT
We aimed to transform the perception of sewing from a practical skill to an art form synonymous with high-end craftsmanship.
Visual Aesthetics: Inspired by high-fashion editorials, emphasising minimalist and contemporary design.
Narrative Focus: Portraying the ‘Aveneer’ as an essential partner in an artist's creative journey.
Music Selection: Chose a blend of cinematic strings and electronic drums to reflect Brother’s heritage and innovative spirit.
TARGET AUDIENCE
Demographics: Affluent women aged 50+ with a passion for sewing, embroidery, and quilting.
Psychographics: Individuals who value quality, innovation, and the artistic aspects of textile crafts.
CHANNELS & PLATFORMS
Primary Platforms: Brother’s official website, YouTube, Facebook, and Instagram.
Content Formats: Main lifestyle video, social media clips, and a photography package for various marketing materials.
EXECUTION
Music as a Foundation: Collaborated closely with Brother to select a music track to set the tone for the entire video.
Artistic Collaboration: Partnered with Dutch couture designer Tess van Zalinge, known for merging craftsmanship with architectural design.
Storyboarding: Developed a visual narrative alternating between the machine’s sleek design and the model’s creative process.
Location Scouting: Initially planned for Manchester but adjusted due to logistical challenges.
production
Location Change: Moved production to Westerpark Studio in Amsterdam in June.
FILMING DETAILS
Duration: Two-day shoot with a fourteen-person crew.
Lighting Techniques: Creative lighting is used to add depth, colour, and texture, enhancing the aspirational feel.
Adaptability: Adjusted the shot list on set to accommodate the early sample of the ‘Aveneer’.
Additional Shoot: Scheduled an extra day in Manchester in July to capture features that were initially unavailable.
POST-production
Editing and Visual Effects: Applied colour grading and visual effects to polish the footage and maintain the campaign’s luxurious tone.
Music Integration: Ensured the selected track seamlessly guided the narrative and pacing.
DELIVERABLES
Main Video: A lifestyle feature video highlighting the ‘Aveneer’.
Social Media Clips: Four platform-specific clips to amplify the launch.
Photography Package: Over 200 lifestyle and product images for marketing use.
RESULTS & OUTCOMES
Quantitative Results
Dealer Reception:
Received a massive round of applause at the launch event.
Qualitative Feedback
Client Satisfaction:
Brother expressed exceptional satisfaction with the campaign, noting its alignment with their brand vision.
"We started the EV1 launch in DE and your video got a very nice round of applause and dealers were suitably impressed! We had it on a massive projector where you could see every gorgeous detail with super sound, so it was supercool to see it in all its glory."
Roné Auret, Marketing Manager at Brother Sewing
ACHIEVEMENT OF GOALS
Successfully positioned the ‘Aveneer’ as a luxurious, innovative machine.
Enhanced Brother’s brand image among the target demographic.
Established an emotional connection with the audience, elevating sewing to an art form.
CONCLUSION
The ‘Aveneer’ campaign exemplifies our ability to deliver high-quality, aspirational content that aligns with a client’s brand and objectives. By overcoming logistical challenges and adapting to the project’s needs, we produced a campaign that not only met but exceeded expectations, significantly impacting Brother’s brand perception and product launch success.
LESSONS LEARNED
Adaptability is Key: Flexibility in production planning is crucial when faced with logistical challenges.
Collaboration Enhances Creativity: Working closely with clients and artistic partners like Tess van Zalinge enriched the campaign’s quality.
Music Drives Narrative: Selecting the right soundtrack can significantly influence the tone and pacing of the video.
post-production
Finally, we sculpt every frame and sound wave into a video you’ll be proud of sharing with the world.
PRE-PRODUCTION
CHALLENGES FACED
Confidentiality Constraints: Managing a highly confidential project involving coordination between European and U.S. offices.
Target Audience Nuances: Tailoring content to appeal to affluent women aged 50+, balancing modernity with classic elegance.
Product Limitations: Working with an early sample of the ‘Aveneer’ with features still being developed.
Logistical Issues: Production plans were adjusted due to challenges transporting the machine, leading to a change in location and schedule.
STRATEGY & APPROACH
CREATIVE CONCEPT
We aimed to transform the perception of sewing from a practical skill to an art form synonymous with high-end craftsmanship.
Visual Aesthetics: Inspired by high-fashion editorials, emphasising minimalist and contemporary design.
Narrative Focus: Portraying the ‘Aveneer’ as an essential partner in an artist's creative journey.
Music Selection: Chose a blend of cinematic strings and electronic drums to reflect Brother’s heritage and innovative spirit.
TARGET AUDIENCE
Demographics: Affluent women aged 50+ with a passion for sewing, embroidery, and quilting.
Psychographics: Individuals who value quality, innovation, and the artistic aspects of textile crafts.
CHANNELS & PLATFORMS
Primary Platforms: Brother’s official website, YouTube, Facebook, and Instagram.
Content Formats: Main lifestyle video, social media clips, and a photography package for various marketing materials.
EXECUTION
Music as a Foundation: Collaborated closely with Brother to select a music track to set the tone for the entire video.
Artistic Collaboration: Partnered with Dutch couture designer Tess van Zalinge, known for merging craftsmanship with architectural design.
Storyboarding: Developed a visual narrative alternating between the machine’s sleek design and the model’s creative process.
Location Scouting: Initially planned for Manchester but adjusted due to logistical challenges.
PRODUCTION
Location Change: Moved production to Westerpark Studio in Amsterdam in June.
FILMING DETAILS
Duration: Two-day shoot with a fourteen-person crew.
Lighting Techniques: Creative lighting is used to add depth, colour, and texture, enhancing the aspirational feel.
Adaptability: Adjusted the shot list on set to accommodate the early sample of the ‘Aveneer’.
Additional Shoot: Scheduled an extra day in Manchester in July to capture features that were initially unavailable.
POST-PRODUCTION
Editing and Visual Effects: Applied colour grading and visual effects to polish the footage and maintain the campaign’s luxurious tone.
Music Integration: Ensured the selected track seamlessly guided the narrative and pacing.
DELIVERABLES
Main Video: A lifestyle feature video highlighting the ‘Aveneer’.
Social Media Clips: Four platform-specific clips to amplify the launch.
Photography Package: Over 200 lifestyle and product images for marketing use.
RESULTS & OUTCOMES
Quantitative Results
Dealer Reception:
Received a massive round of applause at the launch event.
Qualitative Feedback
Client Satisfaction:
Brother expressed exceptional satisfaction with the campaign, noting its alignment with their brand vision.
"We started the EV1 launch in DE and your video got a very nice round of applause and dealers were suitably impressed! We had it on a massive projector where you could see every gorgeous detail with super sound, so it was supercool to see it in all its glory."
Roné Auret, Marketing Manager at Brother Sewing
ACHIEVEMENT OF GOALS
Successfully positioned the ‘Aveneer’ as a luxurious, innovative machine.
Enhanced Brother’s brand image among the target demographic.
Established an emotional connection with the audience, elevating sewing to an art form.
CONCLUSION
The ‘Aveneer’ campaign exemplifies our ability to deliver high-quality, aspirational content that aligns with a client’s brand and objectives. By overcoming logistical challenges and adapting to the project’s needs, we produced a campaign that not only met but exceeded expectations, significantly impacting Brother’s brand perception and product launch success.
LESSONS LEARNED
Adaptability is Key: Flexibility in production planning is crucial when faced with logistical challenges.
Collaboration Enhances Creativity: Working closely with clients and artistic partners like Tess van Zalinge enriched the campaign’s quality.
Music Drives Narrative: Selecting the right soundtrack can significantly influence the tone and pacing of the video.
PRE-PRODUCTION
CHALLENGES FACED
Confidentiality Constraints: Managing a highly confidential project involving coordination between European and U.S. offices.
Target Audience Nuances: Tailoring content to appeal to affluent women aged 50+, balancing modernity with classic elegance.
Product Limitations: Working with an early sample of the ‘Aveneer’ with features still being developed.
Logistical Issues: Production plans were adjusted due to challenges transporting the machine, leading to a change in location and schedule.
STRATEGY & APPROACH
CREATIVE CONCEPT
We aimed to transform the perception of sewing from a practical skill to an art form synonymous with high-end craftsmanship.
Visual Aesthetics: Inspired by high-fashion editorials, emphasising minimalist and contemporary design.
Narrative Focus: Portraying the ‘Aveneer’ as an essential partner in an artist's creative journey.
Music Selection: Chose a blend of cinematic strings and electronic drums to reflect Brother’s heritage and innovative spirit.
TARGET AUDIENCE
Demographics: Affluent women aged 50+ with a passion for sewing, embroidery, and quilting.
Psychographics: Individuals who value quality, innovation, and the artistic aspects of textile crafts.
CHANNELS & PLATFORMS
Primary Platforms: Brother’s official website, YouTube, Facebook, and Instagram.
Content Formats: Main lifestyle video, social media clips, and a photography package for various marketing materials.
EXECUTION
Music as a Foundation: Collaborated closely with Brother to select a music track to set the tone for the entire video.
Artistic Collaboration: Partnered with Dutch couture designer Tess van Zalinge, known for merging craftsmanship with architectural design.
Storyboarding: Developed a visual narrative alternating between the machine’s sleek design and the model’s creative process.
Location Scouting: Initially planned for Manchester but adjusted due to logistical challenges.
PRE-PRODUCTION
CHALLENGES FACED
Confidentiality Constraints: Managing a highly confidential project involving coordination between European and U.S. offices.
Target Audience Nuances: Tailoring content to appeal to affluent women aged 50+, balancing modernity with classic elegance.
Product Limitations: Working with an early sample of the ‘Aveneer’ with features still being developed.
Logistical Issues: Production plans were adjusted due to challenges transporting the machine, leading to a change in location and schedule.
STRATEGY & APPROACH
CREATIVE CONCEPT
We aimed to transform the perception of sewing from a practical skill to an art form synonymous with high-end craftsmanship.
Visual Aesthetics: Inspired by high-fashion editorials, emphasising minimalist and contemporary design.
Narrative Focus: Portraying the ‘Aveneer’ as an essential partner in an artist's creative journey.
Music Selection: Chose a blend of cinematic strings and electronic drums to reflect Brother’s heritage and innovative spirit.
TARGET AUDIENCE
Demographics: Affluent women aged 50+ with a passion for sewing, embroidery, and quilting.
Psychographics: Individuals who value quality, innovation, and the artistic aspects of textile crafts.
CHANNELS & PLATFORMS
Primary Platforms: Brother’s official website, YouTube, Facebook, and Instagram.
Content Formats: Main lifestyle video, social media clips, and a photography package for various marketing materials.
EXECUTION
Music as a Foundation: Collaborated closely with Brother to select a music track to set the tone for the entire video.
Artistic Collaboration: Partnered with Dutch couture designer Tess van Zalinge, known for merging craftsmanship with architectural design.
Storyboarding: Developed a visual narrative alternating between the machine’s sleek design and the model’s creative process.
Location Scouting: Initially planned for Manchester but adjusted due to logistical challenges.
PRODUCTION
Location Change: Moved production to Westerpark Studio in Amsterdam in June.
FILMING DETAILS
Duration: Two-day shoot with a fourteen-person crew.
Lighting Techniques: Creative lighting is used to add depth, colour, and texture, enhancing the aspirational feel.
Adaptability: Adjusted the shot list on set to accommodate the early sample of the ‘Aveneer’.
Additional Shoot: Scheduled an extra day in Manchester in July to capture features that were initially unavailable.
POST-PRODUCTION
Editing and Visual Effects: Applied colour grading and visual effects to polish the footage and maintain the campaign’s luxurious tone.
Music Integration: Ensured the selected track seamlessly guided the narrative and pacing.
DELIVERABLES
Main Video: A lifestyle feature video highlighting the ‘Aveneer’.
Social Media Clips: Four platform-specific clips to amplify the launch.
Photography Package: Over 200 lifestyle and product images for marketing use.
RESULTS & OUTCOMES
Quantitative Results
Dealer Reception:
Received a massive round of applause at the launch event.
Qualitative Feedback
Client Satisfaction:
Brother expressed exceptional satisfaction with the campaign, noting its alignment with their brand vision.
"We started the EV1 launch in DE and your video got a very nice round of applause and dealers were suitably impressed! We had it on a massive projector where you could see every gorgeous detail with super sound, so it was supercool to see it in all its glory."
Roné Auret, Marketing Manager at Brother Sewing
ACHIEVEMENT OF GOALS
Successfully positioned the ‘Aveneer’ as a luxurious, innovative machine.
Enhanced Brother’s brand image among the target demographic.
Established an emotional connection with the audience, elevating sewing to an art form.
CONCLUSION
The ‘Aveneer’ campaign exemplifies our ability to deliver high-quality, aspirational content that aligns with a client’s brand and objectives. By overcoming logistical challenges and adapting to the project’s needs, we produced a campaign that not only met but exceeded expectations, significantly impacting Brother’s brand perception and product launch success.
LESSONS LEARNED
Adaptability is Key: Flexibility in production planning is crucial when faced with logistical challenges.
Collaboration Enhances Creativity: Working closely with clients and artistic partners like Tess van Zalinge enriched the campaign’s quality.
Music Drives Narrative: Selecting the right soundtrack can significantly influence the tone and pacing of the video.
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enquiries@mcgillproductions.co.ukFancy a full time position or freelance gig?
enquiries@mcgillproductions.co.ukLancaster office
(+44) (0) 1524 907005London office
(+44) (0) 20 7459 4304
Book a call to find out if we’re the right team to help your growth.
Lancaster office
(+44) (0) 1524 907005