The Strand Arcade goes shopping in the dark in new ‘Feel the Night’ campaign via The Royals
In an unusual move for a fashion retailer, Sydney’s iconic Strand Arcade via The Royals, has shot its Autumn/Winter 2018 campaign in the dark using thermal imaging technology to highlight the importance of ‘feel’ not just looks when shopping for fashion.
Created by The Royals in partnership with Collider, the campaign breaks today with a 60-second film that focuses on the thrill of discovering pieces purely through touch. Titled ‘Feel the Night’, the experimental film shows textile and fibre artist Tammy Kanat shopping in the beautiful Strand Arcade building after dark – with a thermal imaging camera picking up thermal energy to create visible footage of Tammy and the clothing.
Led only by the sense of touch and garment textures, Kanat intuitively selects pieces by Strand designers, including Dion Lee, Camilla & Marc, Aje and Manning Cartell, which are then curated into six wearable outfits by fashion stylist Emma Kalfus.
The TK1 camera unit used for the shoot is the only commercially available unit in Australia. The technology is more commonly used in military, law enforcement, firefighting, medical and engineering applications.
Says Nick Cummins, creative partner, The Royals: “Our aim in using thermal imaging was to highlight the insight that in winter, as we start to layer up against the cold, the feel of fabric, its weight and texture becomes more important. By taking away the sense of sight, we were able to focus on the feel and touch of garments, demonstrating the premium quality of the Strand’s Australian designers.”
Says Victor Gasper, group manager, Ipoh: “This season we have focused on the sensory experience of ‘touch’ to help reiterate that the choices we make about the way we dress are influenced by the way we feel as much as the way we see things. Bringing to life designer details allows us to showcase the incredible craftsmanship and creativity on offer inside the Strand Arcade.”
The campaign, which follows last year’s interactive music video of artist Sloan Peterson’s single ‘105’, includes print, POS and social. The Strand’s continued digital direction reinforces the brand’s creative values of collaboration, innovation and creative conversation.
Client: Ipoh
Brand: Strand Arcade
Marketing Manager: Daniella Manuel
Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Senior Art Director: Pete Sherrah
Senior Copywriter: Allie Steel
Graphic Designer: Anthea Wright
Integrated Producer: Rene Shalala
Senior Account Director: Priyanka Patel
Account Manager: Michelle Kroger
Social Media Manager: Katie Morris
Production Company: Collider
Music Composition: Jonny Higgins
Thermal Imaging Technology: Grant Law
14 Comments
Fuckin’ hell that’s it I am out of this business.It has now totally lost its marbles.Goodbye,been nice knowing ya adland.
Pop the roseeé!!!
Perfect concept for client. Nice work royals for concepting outside of the box..
What a pile of cock.
‘The Strand’s continued digital direction reinforces the brand’s creative values of collaboration, innovation and creative conversation.’
Seriously? What does this even mean? Does using a thermal imaging camera count as a digital direction?
This is an idea that sounded good in a boardroom but in execution it fails miserably.
I love marketing jargon. Had a client say ‘This is not an ad, it’s a brand lifting piece of emotional video content’ gold!
A fashion film with an actual concept. Well played.
Can the Royals do anything good, at all? Ever?
This is pretty good. What’s your greatest achievement? Defending champion of Australian Keyboard Warrior?
This is utter cock and bollocks.
This ain’t good. Keep trying.
Your Henry Rollins stuff is going to be poo too. I know you want to mix it with the big boys, but you need to focus on digi banners and accept your fate.
It’s an average shopping strip.Get you hands off your Royal dicks and show me some fucking clothes.
take a bitter pill by mistake did we?
Not awful just stupid.