All Saints' A/W 2012 Creative Video Campaign

by Administrator 31. October 2012 17:03



When we saw All Saints' new video c ampaign for their Autumn collection, we couldn't help ourselves from feeling a hint of jealousy. Not only because we wish we had created the video ourselves but because of the chance to work with such a vast group of talented individuals. The cast includes fine art painter Tom Campbell, musical duo Alpines, violinist Marques Toliver, photographer Phoebe Colling James, entertainer and model Tony Ward, ballerina Vita Kan, singer and model Sophie Dickens, poet Greta Bellamacina, Dazed & Confused editor Stuart Hammond and film maker Laura Gosh. That's a whole lot of creative energy to pack into one sixty-second fashion film! The company appointed a new Chief Creative Officer, Mr. Will Beedle, who seems to be taking the brand in a new direction since the opening of storesin the United States and around Europe. The forever edgy Spitafields brand goes the extra mile with their autumn campaign, showcasing how effortlessly cool and wearable the clothes really are, no matter who you are or what your lifestyle is.

Fashion video marketing at its best!


You can watch the video here:


Ghetto Punk Romance

by Administrator 31. October 2012 15:31
The time has come to reveal a little more information about a short film we've been working on over the past few weeks...

We heard about the 50 kisses competition a couple of months ago and decided to read a couple of scripts out of curiosity (you can find out more about the competition here). Lloyd Morgan's "Ghetto Punk Romance" instantly grabbed our attention and despite our busy schedules, we really wanted to take the time to bring this script to life. It's not every day that you come across such a strong piece of writing, especially in a 2 page script! We contacted Lloyd soon after and had a little brainstorming session to find out more about the characters and what inspired him. This definitely helped in the initial steps of production and motivated us even further to get the right crew and actors together. We adapted the script in order to avoid the location restrictions that would've been involved had we filmed in front of a bank. In the end, we agreed on using a jewellery shop, which worked out perfectly as we found the perfect location right near our office in Notting Hill.
We shot on the Red Epic and filmed over the course of one day, on one street, with four amazing actors and eleven talented crew members. It's a little crazy to think that this all started only a few weeks ago and that we are now going in the final stages of post production! With the help of our fantastic editor, Pawel Stec and post-production house Onsight, it won\t b long before the premiere of "Ghetto Punk Romance"!

We can't wait to hear what everyone thinks of our short film and will keep you posted on when the final edit comes through. Stay tuned! 




An interesting article from Unruly Media...

by Administrator 31. October 2012 15:16


So you want to create an ad that will be shared across the web, but you are not sure how long to make it. Should it be less than one minute? If it is longer than two minutesare web users less likely to share it with their social networks? Isthere an optimum length? Does it even matter how long it is?

Well, in the world of social video advertising, size does matter – but maybe not in the way you think. You would imagine that the average web user would rather have a red-hot poker rammed in their left eye than sit through a four-minute-minute ad. After all, these are the days when consumers pick and choose what they watch with a nonchalant flick of their DVR remote. These are the days when a 15-second pre-roll ad can drive even the calmest and most patient individual into a frothy ball of uncontrollable rage.

However, if you look at the length of most popular online video ads of all time, a very different picture emerges. The average length of thTop 10 most shared ads of all time is a 4 minutes and 11 seconds. Yep, just short of five minutes (sort of). Now, I know what you are thinking: it's the Kony factor that has driven up the time. Stick the charity Invisible Children's 30-minute video in there and of course the numbers are going to fly up. Kony 2012 was a one-off; a global phenomenon that is not a good yardstick for commercial brands trying to make it big online.

Well, what if I told you that that figure actually does not include Kony. In fact, if you did include it, the length would increase to a mammoth 6 minutes 12 seconds. Indeed, even without Kony, half of the top 10 are more than three minutes long, including Abercrombie & Fitch's Call Me Maybe spoof, while four are more than four minutes 57 seconds. Two, including the highly successful Gymkhana 4, created by DC Shoes, are more than nine minutes.

In fact, look at the top 50 and a pattern develops: the shorter the ad, the fewer shares it tends to attracts. For example, the average length of the 11th to 20th most shared ads of all time is 2 minutes 30 seconds; videos 41-50 it's 1 minute 45 seconds. The top 50 average (again not including Kony) is 2 minutes 54 seconds.

So what does this mean? Well, firstly, the attention span for social video advertising is considerably longer that of a traditional 30-second TV spot. It’s not surprising. Recent scientific and academic research has found that the number of shares a video attracts, whether it is user-generated or commercial, is linked to the strength of emotion it elicits from its viewers. The stronger the emotion, the more likely it is going to be shared. So it’s hardly surprising that longer ads are more likely to wring out people’s emotions. Thirty seconds is barely enough time to do anything. Sure, it's long enough to introduce a product, but is long enough to tell a story?  

More significantly, it shows that people’s attitudes to advertising have changed. Rather than being interrupted by a brand, they want to be engaged by one. It’s a change that more and more advertisers are beginning to embrace. They know the days when they would just buy some airtime or ad space and blast it out to a supposedly captive audience have long gone.

These days, they know that to reach out to their target audiences online they can’t just put their TV ad on YouTube and hope for the best. Instead, they are embracing the opportunity to become content creators - and it is these brands that are reaping the rewards online.


The BBC Masquerade Ball

by Administrator 31. October 2012 14:59

 We were thrilled to be given the opportunity to create the visuals for the BBC Masquerade Ball (which also happened to be on the same day as Dr Who actor Matt Smith's 30th birthday). The event took place at The Grand Residence of Lord Edward Davenport at 33 Portland Place, an absolutely remarkable house that was used during the filming of Tom Hooper’s “The King's Speech.” The large wall at the entrance was our canvas, which allowed our very own Susanne Aichele, along with the Art Director, Ale De Carvalho and stylist to the stars, Leo Belicha, to project a montage of footage onto several gorgeous girls, creating an intriguing mix of shapes, textures, shadows and light which, we are told, was thoroughly enjoyed by the evening's guests. It was a very special night.


About the author

Rainstar Boutique specializes in the video production, video marketing and fashion film production for fashion, design, luxury and consumer brands

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