Objective

Create campaign imagery and film alongside a full lookbook for the launch of the brands new bridal collection Unveiled to be released on the Council of Fashion Designers of America (CFDA) online platform during New York Bridal Week.

Insight & Planning

Halfpenny London is a British Bridalwear brand established in 2005 by fashion designer and celebrity stylist Kate Halfpenny. Through our initial conversations it became clear that it was important to Kate and the team that the marketing for the new collection was fashion focused whilst also emphasising the brand’s ethos of ‘Made in England, Worn Around The World’.

We drew inspiration from the campaigns of fashion brands such as Alexander McQueen, more specifically how they used the native landscape to create a uniquely British aesthetic for a global market, to begin conceptualising a vision for Unveiled and a structure for the film elements.

Once the concept and location were established we worked with the team throughout the model selection process, from requesting the initial packages through to arranging castings and finally booking the two models for the shoot.

Production & Results

We arrived in Kent the day prior to the shoot to scout the locations, factoring in adverse weather that was forecast for the shoot day we made a selection of sheltered spots and worked out the logistics for the rest of team so the shoot day could begin efficiently.

By shooting both the lookbook and campaign on location we wanted to create a collection of interchangeable imagery and films that could be used together as a opposed to the more traditional approach of a studio lookbook. We used a sheltered alcove in the cliff as our backdrop for the lookbook which offered a level of consistency whilst sharing the aesthetic with the campaign which was shot in the latter half of the day around the location.

With the CFDA launch as a hard deadline we delivered the fully edited images and videos within a week ready to be used by the team, allowing time for re edits and retouching.

Images and films produced on this shoot can be found across the Halfpenny London website, socials and in editorials and features across the globe.