The Strand Arcade in Sydney is an impressive juxtaposition of late 19th century architecture and 21st century fashion.
It’s the 21st century fashion that The Royals was asked to promote. But what better backdrop could a trend-aware music video have? The agency has cleverly enmeshed pop culture and fashion into its campaign, giving the music video for up-and-coming artist, Sloan Peterson’s, first single, 105, a two-fold role – the other as a fashion look book for the Strand Arcade’s latest campaign. An interactive overlay allows viewers to hover their mouse over the latest collections of featured brands for a close-up view of each item and shopping details.
The Royals creative partner, Nick Cummins, noted, “I have always loved how fashion has been such an integral part of the music industry and vice versa. The Strand is the home to some of the best makers and designers in Australia so having the opportunity to collaborate with them and Sloan in such an innovative way has been very fulfilling for The Royals.”
The video, produced by The Royals in partnership with //Thirteen & Co, shows off the latest A/W fashion from the Strand retailers, worn by Sloan Peterson and a cast of dancers from Australian Ballet School and Sydney Dance Company.
The brands come from a wide selection of the Strand retailers and leading local designers, including Manning Cartell, Bassike, Scanlan Theodore, Dion Lee and P.Johnson.
Melissa Prpic, group marketing manager at Ipoh, commented, “The Strand Arcade has a heritage of being at the forefront of Australian fashion, celebrating authentic talent and harnessing emerging creatives and our AW17 campaign is no exception. Our decision to create a bespoke digital experience was a natural progression for the Stand Arcade. The video platform allowed us to showcase the latest collections from our retailers in a new and innovative way using cutting edge technology. We are excited with the result and to be supporting a promising young artist such as Sloan Peterson.”
The campaign is the first from The Royals since winning the account late last year. It also includes print, POS and Social. Watch the full interactive video here.
The music video is the second ever to be shot in the Strand. The first, David Bowie’s Let’s Dance video in 1983, featured scenes shot in on the ground floor of the building.
Credits:
Client: Ipoh
Product: The Strand Arcade
Group Marketing Manager: Melissa Prpic
Senior Marketing Manager: Daniella Manuel
Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Art Director: Adam Frazer
Copywriter: Lewis Farrar
Graphic Designer: Anthea Wright
Integrated Producer: Rene Shalala
Strategy Director: Clare La Palombara
Account Director: Priyanka Patel
Account Manager: Michelle Kroger
Production Company: //Thirteen & Co
Director: Pete Moore
DOP: Christopher Miles
Producer: Catherine Warner
Executive Producer: Roy De Giorgio
Photographer: Natalie Cottee
Post Production: The Goodman Bros
Editor: Joe Morris
Interactive Video Platform: WIREWAX
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