Believe it's Matalan
Matalan's A/W collection boasted a range of clothing with stronger design, better fabrics and more considered styling. This overhaul needed a campaign which would change perceptions of Matalan; encouraging shoppers to reconsider the retailer.
We supported the wider 'Believe' campaign with a mural and social film based in Liverpool; teasing then finally revealing the origin of the clothing. The mural was constructed with one vital omission; the logo. We left the mystery of the brand to fester and build on social; before allowing one of our models to complete the mural in a social-first short film.
The concept combined handheld street footage with high-flash photography; taking visual cues from fashion editorials and paparazzi shoots to create a social-first film that reflected the fashion-forward nature of the A/W collection. Shooting on one day and delivering the next, this film was a fast turnaround and a fresh creative challenge.
Agency: Bray Leino
Client: Matalan
Director: Madeleine Penfold