Creating a new concept for Fashion World
In May 2014, plus-size retailer Fashion World approached Red C to create a new DRTV advert for the launch of their Autumn-Winter 2014 collection.
The brief asked for a concept that could be used across three TV ads – one for autumn, one for winter, and a third TV ad that would focus on partywear and Christmas.
Each ad was to promote not just the brand’s fashion and sizing offering, but also its value proposition.
The chosen creative execution
From four concepts created by the Red C creative team, the chosen route positioned Fashion World as the destination that puts “affordable fashion at customers’ fingertips.”
Based on an insight that Fashion World customers enjoy shopping for new looks online and on their tablets, the starting point imagined that interaction in reverse. What if we were inside the tablet, looking out, watching someone taking their pick from the vast array of fashion choices that Fashion World offers?
Taking inspiration from virtual fitting room apps, the TV ads would show a woman addressing camera, selecting new outfits, and money-saving offers, at the touch of several onscreen buttons. The buttons would double as supers, revealing key Fashion World messages throughout. In short, each ad was simple and visually engaging, while using strong DRTV principles.
Bringing the advert to life
It took a three-day shoot to bring the TV ad to life. The first two days were shot at the Perseverance Works studio in Shoreditch, as were the cut-out garments used as onscreen “icons” throughout the ad. The final day was shot across two locations, the William IV pub and Walpole Park in Ealing.
The talented team
Production duties were handled by White Noise, with Phil Hawkins in the Director’s chair. The star of each advert is model and actress, Sarah Jackson. All visual effects were created at VTR North.
The result is a trio of visually-engaging, hard-working DRTV ads, which we are confident will give the brand real standout in the market. Thanks to all involved.