Social teaser and full feature for a HUGE fashion brand.
Klaxon produced a series of three brand promo films for Boss’ new launch of their equestrian brand with brand ambassador, Harry Charles, all shot in one location in Surrey, UK.
The brief for these brand promo films was pretty in depth, however Boss relied on us to come up with a creative shooting style particularly for the teaser film and the interviews in the main film.
For the teaser, the brief was to create a really moody, mysterious film to capture the audience’s attention and to create noise over what was about to be launched. The campaign’s narrative was, ‘Be Your Own Boss’, so with the announcement we were asked to deliver a film that told the story of how Harry was indeed his own boss.
The idea being that we would hear from Harry and his Dad (also a gold medal winning Olympian), about how much drive and determination it takes to be a Boss – the sleepless nights, pressure and stress that comes with competing at the highest level.
Both, and it depends entirely on what the client actually needs. Some clients arrive with a fully locked creative direction and want us to execute it precisely. Others give us a strategic goal and trust us to develop the shooting style, tone and structure ourselves. On the BOSS launch, that meant developing the teaser's tone independently once the overall brief was set.
Scheduling has to bend around their availability rather than a standard studio day, and interviews need structuring so a personal story comes through naturally rather than sounding rehearsed or media-trained. When family members or other public figures are involved, as with Harry Charles and his Olympic gold medallist father, balancing multiple voices in the edit without losing focus becomes its own challenge.
A teaser and a main film serve different jobs, one creates intrigue by deliberately withholding information, the other delivers the actual payoff and narrative. Treating them as genuinely separate creative briefs, rather than one film cut two ways, is usually what makes a staged launch campaign land properly.