When a budding fashion designer purchases one of Brother’s Airflow 3000 machines, she finds her side hustle quickly turns into a full-time business.
Brother
Video production, Campaign planning / implementation, Photography, Creative design
Brother Industries are a multinational electronics company that have been operating for over 100 years. With a focus on innovation, the company initially manufactured sewing machines, growing to dominate the market with high-quality products at affordable prices.
The Brother team approached us to create a promotional video for the release of one of their new machines, the Air Overlocker.
The video was to be published in craft stores and on digital marketing channels such as their website and social media platforms. With a target audience aged 25-40, the video needed to be bold, inspirational, and youthful.
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Our approach to this brief was to make the customer the hero, showing how the Airflow 3000 can help designers achieve their dreams through its innovative technology.
The Airflow 3000 was positioned as the co-star rather than just a product. We created a narrative that showed a designer’s journey from humble beginnings creating at home to running her own successful business, thanks to the power of the Airflow 3000.Â
To plan what we would need to execute this concept successfully, we created a storyboard and shooting script which broke down each scene.
Alongside this, our team put together moodboards that meant we could clearly communicate the look and feel we wanted to create using the set, costume, and cast.
At the start of pre-production, we pieced together the creative concept for this advert. We decided upon a narrative which showed a designer’s journey from humble beginnings creating garments at home, to running her own successful business and clothing line, thanks to the power of Brother’s Air Overlocker.
This process allowed us to clearly see what logistical elements needed to be put into place and polish the finer details in our creative vision.
Post-production for this video took three weeks and involved creating a series of seven social clips alongside the two-minute main video. The post-production part of the process involved colour grading, sound mixing, Visual FX, and more.
We delivered the main promotional video in a widescreen format, with the 20-60 second social clips provided in a 16:9 format, optimised for Instagram Reels and Tik Tok.
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This storyline was inspired by the rise of apps such as Depop and social power of Instagram, allowing young fashion entrepreneurs to reach their audience. The narrative was created to connect with this young, ambitious, and creative audience.
The desired outcome for this film is to generate buzz around the new Airflow 3000 machine and work towards increasing sales as part of a wider campaign.
The video will be released as part of Brother’s Airflow campaign, with assets already live on their website.
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