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.
Great British Sewing Bee finalist Raph Dilhan prepares for a fashion show to showcase his latest creations. Using his new Brother Innov-is F580, he fills the runway with his signature creativity and style.
Brother
Video production, Campaign planning / implementation, Content marketing, Creative design
The team at Brother entrusted us with creating a series of videos to launch their new F540E & F580 sewing and embroidery machines. The objective was to challenge how people think about sewing, embroidery and quilting.
The F-Series videos had to feel youthful and inspirational, appealing to a target age group of 25-40. Brother’s target market for these machines is the ABC1 demographic, targeting individuals with disposable income and some previous sewing experience.
In an early brief, Brother outlined a fashion show concept that showcased a designer working with the new machine for a runway show.
We took this initial idea and developed it internally, using our team’s storytelling experience to build out the narrative and add depth.
Our focus was on creating an emotive storyline that would inspire and make the audience feel that the Innov-is F580 machine could change their lives.
For this video, we wanted to hit on the idea of the “artist at work,” highlighting the feeling an artist gets when they get into a flow state of creativity. We wanted to tie the designer to the machine and show how the new features allow him to create without barriers.
We felt everything in the video–from the music, to the pacing–had to feel fluid, it needed to build as the artist got deeper into his work.
We drew up a storyboard following the narrative arc of the piece, as well as a shooting script to direct the finer details.
With sign off from the Brother team, we began piecing together the project, starting with locations and talent. We created a number of moodboards identifying what we wanted the set/location to look like, which helped the team align on the vision for the project and allowed us to communicate this clearly with Brother. The video was shot in two different locations across Manchester.
Production of the F-Combo video took place over two days with our core team present (Director, Producers, Videographer, Photographer), as well as a Make-Up Artist, the Brother team, our three leading models and a number of extras. Crew calls were scheduled throughout the day.
With our carefully planned script and storyboard, we created an advert that is both polished in its finish as well as creative. The video was edited by our in-house team, who took care of sound mixing, colour grading, and visual FX.
Alongside the two-minute advert, we cut together seven social clips which were optimised for use on platforms like Instagram and Tik Tok. We also delivered a large album of photos which were used in promotional material for the new machine.
The promotional video launched on Brother’s social media channels in October 2022 and was highlighted by Ads of the World in 2023. This project marked the beginning of a long-term partnership with Brother.
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