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BROTHER
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.
BRIEF
At the start of the year, Brother Sewing approached us with an exciting and highly confidential joint campaign between their European and U.S. offices. Our longstanding relationship with Brother meant we were entrusted with promoting the launch of their most innovative sewing, embroidery, and quilting machine to date: the ‘Aveneer’, a high-end product developed in collaboration with Disney.
The brief was to create a luxurious and aspirational lifestyle video targeting affluent women aged 50+, with a strong focus on quality, craftsmanship, and innovation. The challenge was to position ‘Aveneer’ as more than a tool, but rather a partner in artistic expression.
01 // PRE-PRODUCTION
• Concept Development & Refinement • Script Writing • Storyboard/Shot List • Logistics • Casting • Crew Hire • Scouting • Permits • Prep
Pre-production for the ‘Aveneer’ video started with selecting the perfect music track. The rhythm, mood, and tone would guide the entire narrative and pacing of the video, making it essential to get right from the outset. The Brother team was deeply involved at this stage, ensuring the track resonated with the brand’s legacy while embodying its forward-thinking spirit. We settled on a blend of cinematic strings and electronic drums, creating a sound that harmoniously echoed the heritage of Brother while celebrating its innovative future.
Inspired by high-fashion aesthetics, we envisioned a minimalist and contemporary look. The video would alternate between showcasing the machine’s sleek, refined design and highlighting the creative process through a model’s artistry. The focus was on transforming sewing from a practical skill into a form of high-end craftsmanship and artistic expression. To elevate this vision, Brother collaborated with Dutch couture designer Tess Van Zalinge, whose creations, known for merging craftsmanship with architectural design, would feature prominently in the video, perfectly embodying the ethos of the ‘Aveneer’.
• Directed • Produced • Shot on Red
During filming, we worked with an early sample of the ‘Aveneer’, with some features still under development. This required us to be agile on set, adapting our shot list to showcase as much as we could. To capture the features still under development, we scheduled an additional shoot day in Manchester in July. This allowed us to hone in on the machine’s cutting-edge technology, ensuring the final video captured both form and function.
Initially slated for May in Manchester, production was relocated to Amsterdam’s Westerpark Studio in June, following logistical challenges related to the machine’s transport. The shoot spanned two days with a fourteen-person crew. Our creative approach to lighting added depth, colour, and texture, key elements that visually articulated the creativity and craftsmanship central to the Brother brand.
• Editing • Voiceover Casting & Recording • Sound Mix & Master • Visual FX • Colour Grade • Music Licensing • Subtitling • Amendments
In post-production, the narrative came to life. We refined the footage through colour grading and visual effects, polishing every detail to align with the aspirational tone of the campaign. The result was a video that received a round of applause from dealers at the launch event.
Alongside the promotional feature video, we delivered four social media clips to amplify the launch across platforms and a comprehensive photography package containing over 200 lifestyle and product images.