Julian Gratton

Look Again A/W 2014 TV Advert starring Stacey Solomon

Taking a new direction

Fashion brand Look Again wanted to take a new direction with their Autumn/Winter 2014 TV advert… a direction that moved away from the previous model and featured former X-Factor contestant, and ‘I’m a Celebrity’ winner, Stacey Solomon.

We devised a number of TV creative routes for our Client at Freemans Grattan Holdings (FGH) to consider, with the successful creative concept ‘Stand out in style in your city’ getting the green light. A concept that aimed to convey that, no matter what city you are in, with the help of Look Again you’ll have the styles and looks to help you make an impact.

The filming of the commercial

Three days of filming were required to bring the concept to life. The first was a ‘plates shoot’ day at several locations throughout London which involved filming at 4am on Westminster Bridge and continuing on from there to locations including the Gherkin, Liverpool Street Station and the London Eye. The other shoot days were at a studio in Manchester, where Stacey Solomon worked her magic on camera in a wide range of outfits to ensure we had enough outfit selections for both an Autumn and a Winter TV commercial.

Post production

Once filmed we then began the lengthy process of combining Stacey’s footage onto our plate shots and creating billboards and Adshels for her to appear on. The quality of the performances that Stacey delivered really made it a tough choice when it came to editing and her natural warmth and sense of fun really came across in all her takes… to say we were spoilt for choice really is an understatement!

Once complete, graphics, music and voice over and a final grade left us with a standout fashion commercial; one that we’re sure will be a massive success for Look Again!

A talented team

The Look Again 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 in London overseen by Sam Care and the studio cinematography in Manchester overseen by Tim Green. Big thanks to Stacey Solomon and everyone else involved in the creation of the TV advert.