Thu, 22 Mar 2018 23:57:49 GMT
In an unusual move for a fashion retailer, Sydney's iconic Strand Arcade via The Royals, has shot its Autumn/Winter 2018 campaign in the dark using thermal imaging technology to highlight the importance of 'feel' not just looks when shopping for fashion.
Created by The Royals in partnership with Collider, the campaign breaks today with a 60-second film that focuses on the thrill of discovering pieces purely through touch. Titled 'Feel the Night', the experimental film shows textile and fibre artist Tammy Kanat shopping in the beautiful Strand Arcade building after dark - with a thermal imaging camera picking up thermal energy to create visible footage of Tammy and the clothing.
Led only by the sense of touch and garment textures, Kanat intuitively selects pieces by Strand designers, including Dion Lee, Camilla & Marc, Aje and Manning Cartell, which are then curated into six wearable outfits by fashion stylist Emma Kalfus.
The TK1 camera unit used for the shoot is the only commercially available unit in Australia. The technology is more commonly used in military, law enforcement, firefighting, medical and engineering applications.
Says Nick Cummins, creative partner, The Royals: "Our aim in using thermal imaging was to highlight the insight that in winter, as we start to layer up against the cold, the feel of fabric, its weight and texture becomes more important. By taking away the sense of sight, we were able to focus on the feel and touch of garments, demonstrating the premium quality of the Strand's Australian designers."
Says Victor Gasper, group manager, Ipoh: "This season we have focused on the sensory experience of 'touch' to help reiterate that the choices we make about the way we dress are influenced by the way we feel as much as the way we see things. Bringing to life designer details allows us to showcase the incredible craftsmanship and creativity on offer inside the Strand Arcade."
The campaign, which follows last year's interactive music video of artist Sloan Peterson's single '105', includes print, POS and social. The Strand's continued digital direction reinforces the brand's creative values of collaboration, innovation and creative conversation.
Composer: Jonny Higgins
Creative Agency: The Royals
Senior Account Director: Priyanka Patel
Managing Partner: Dan Beaumont
Account Managers: Michelle Kroger
Senior Copywriter: Allie Steel
Senior Art Director: Pete Sherrah
Integrated Producer: Rene Shalala
Production Company: Collider
Brand: Strand Arcade
Marketing Manager: Daniella Manuel
PR and Social Media Manager: Katie Morris
Graphic Designer: Anthea Wright
Categories: Clothing and Fashion, Day WearThe Royals, Thu, 22 Mar 2018 23:57:49 GMT