Music video filmed in iconic Sydney retail destination allows fashion-conscious shoppers to browse latest collections from the Strand retailers.
The beautiful interior of the Strand Arcade stars as the backdrop in the music video for up-and-coming artist Sloan Peterson's first single, '105', which doubles as a fashion look book for the Strand Arcade's latest campaign, created by The Royals.
The video, produced by The Royals in partnership with //Thirteen & Co, showcases the latest A/W fashion from the Strand retailers - worn by Peterson and a cast of alumni dancers from Australian Ballet School and Sydney Dance Company. An interactive overlay allows viewers to hover their mouse over the latest collections of featured brands for a close-up view of each item and shopping details.
Peterson and the dancers wear the latest collections from a wide selection of the Strand retailers and leading local designers, including Manning Cartell, Bassike, Scanlan Theodore, Dion Lee and P.Johnson.
Says Melissa Prpic, group marketing manager at Ipoh: "The Strand Arcade has a heritage of being at the forefront of Australian fashion, celebrating authentic talent and harnessing emerging creatives and our AW17 campaign is no exception. Our decision to create a bespoke digital experience was a natural progression for the Stand Arcade. The video platform allowed us to showcase the latest collections from our retailers in a new and innovative way using cutting edge technology. We are excited with the result and to be supporting a promising young artist such as Sloan Peterson."
The campaign, the first from The Royals since winning the account late last year, also includes print, POS and Social. Watch the full interactive video at https://www.strandarcade.com.au/.
Says Nick Cummins, creative partner, The Royals: "I have always loved how fashion has been such an integral part of the music industry and vice versa. The Strand is the home to some of the best makers and designers in Australia so having the opportunity to collaborate with them and Sloan in such an innovative way has been very fulfilling for The Royals."
The music video is the second ever to be shot in the Strand, with David Bowie's 'Let's Dance' video in 1983 featuring scenes shot in on the ground floor of the building.
Client: Ipoh Product: The Strand Arcade Group Marketing Manager: Melissa Prpic Senior Marketing Manager: Daniella Manuel Agency: The Royals Managing Partner: Dan Beaumont Creative Partner: Nick Cummins Art Director: Adam Frazer Copywriter: Lewis Farrar Graphic Designer: Anthea Wright Integrated Producer: Rene Shalala Strategy Director: Clare La Palombara Account Director: Priyanka Patel Account Manager: Michelle Kroger
Production Company: //Thirteen & Co Director: Pete Moore DOP: Christopher Miles Producer: Catherine Warner Executive Producer: Roy De Giorgio Photographer: Natalie Cottee Post Production: Goodman Brothers Editor: Joe Morris Interactive Video Platform: WIREWAX