Nice Shirt Films' Douglas Shoots Debenhams

Stuart Douglas celebrates high street department store Debenhams' 200th Anniversary with a cinematic visual extravaganza crammed with beautiful people, sumptuous colour and fantastical locations with a large dollop of intrigue thrown in.

Building on the success of the retailer’s ‘Life Made Fabulous’ brand campaign, the AW13 advert has a completely new creative concept which, alongside other top London Fashion Week names such as Henry Holland and Julien Macdonald, features pieces from design duo Preen for the first time and displays a fresh cinematic approach to production. 

The biggest, most ambitious spot to date in the 'Life Made Fabulous' campaign, introduces the 2013 Autumn/Winter collection with a cast of glamorous beauties who find their paths mysteriously intertwined.  Old world glamour and modern, tailored day and night wear from designers Julien Macdonald, Jasper Conran and Henry Holland amongst others are showcased against ravishing locations found in Buenos Aires.

A further departure for Debenhams, is the appearance of a recording artist in its commercial.   The sound track is 'Youth' by Foxes and the up-and-coming singer makes a cameo appearance, giving the film something of a promo feel.

Director Stuart Douglas guides us through a sensational world where secret rooms host old world carousel rides, magnificent staircases and moonlit porticos delivering the perfect setting for a sexy and enchanting ride.

Says Marketing Director, Richard Cristofoli, “As a fashion-led retailer, it’s only right that ‘newness’ continues to be our mantra in what undoubtedly remains a competitive market place. 

“The ‘Life Made Fabulous’ campaign has been a huge success for us over the last two years, playing a key role in market share gains across the business and vastly improving brand perception - it’s now time for us to take the next step with a new approach.

“And this year is a big year for our brand - celebrating its 200 year birthday as well as undertaking a £25 million redevelopment of the Oxford Street store which will create a truly global flagship!”

The new advert shows a series of dynamic scenes that are each momentarily frozen and transformed into a designer’s sketch. 

Continues Richard, “The sketch is a key moment as it highlights that some of fashion’s biggest names have created the looks you see on screen.”

Credits

Project name: Debenhams Autumn/Winter campaign

Creative agency:  JWT London

Executive Creative Director: Russell Ramsey

Creative Director:  Russell Ramsey

Creative:  Ronnie Vlcek and Hannah Ford

TV Producer:  Doug Wade

Planner (creative agency): Alex Fennemore

Global Director in Charge: Peter Knowland

Account Director: Sally Emerton

Media agency: Carat 

Media planner: Lyndsey Barnard

Director: Stuart Douglas

Production Company: Nice Shirt Films

Editor: Jonnie Scarlet

Sound:  Gramercy Park Studios