Julian Gratton

Freemans ‘Be Fabulous’ A/W 2014 TV Advert

The return of an iconic home shopping brand to UK TV screens

Freemans wanted to make a big impression on their return to UK TV screens. They wanted a concept that captured perfectly their ‘Be Fabulous’ proposition and conveyed a range of positive emotions that people would then associate with shopping with the home-shopping brand.

We pitched a number of concepts to the team at Freemans. Concepts that gave them stand out and got to the heart of the ‘Be Fabulous’ proposition in a number of different ways.

Our pitch was successful and we were soon involved in finding a large cast who had rhythm. People who you’d believe were just dancing at home and being happy because they’d got what they wanted in life with the help of Freemans.

Bringing our dance concept to life

With the help of our choreographer Ruth Goulding (who would also take the lead in the commercial) we devised a number of routines to a piece of music, which we’d had created by Synctracks in London.

The day of filming was great fun with both cast and crew getting into the ‘Be Fabulous’ spirit of the concept. Once wrapped, we began the tricky process of finding all the best bits from every routine, which was made especially difficult because there were so many great performances from the cast.

Eventually the final edit was delivered… An edit that was full of energy, fun and felt every bit as fabulous as the Freemans brand itself.

A talented team

The Freemans TV commercial concept was developed by Red C; with production duties handled by White Noise. The TV advert was Directed by Red C’s Creative Director, Julian Gratton, and White Noise’s Matt Woodruff with cinematography by Roger Bonnici. Big thanks to Ruth Goulding for her choreography and great performance and also thanks to our cast for their dedication and dancing abilities!