Choosing a director is a tricky business. You are putting a lot of trust in someone to bring your concept to life and this time we needed it to be extra special.

Working on the concepts for the Marisota spring summer 2009 DRTV advert we had to go back to basics, introducing the girls and focusing on the research and size messages. So to bring all this to life means taking care of the little details.

Once the storyboards were signed off the real work started. Firstly finding a Director who can understand the concept and add something special was needed. I was introduced to Andy Saunders through Sharon Gunnel and her production team at Velvet. The first pre-production meeting went really well, Andy brought lots of ideas to the table to bring the ad to life… and I was sold on him straight away.

The concept focused on each model and their sizing issue individually. We wanted the size message to be king and show as much product as possible. So we had the girls interacting with their size message, by pushing, picking up and jumping off. And to add a little bit of class Andy suggested the room sets should all focus on one colour with simple wall paper (well I say simple but I don’t think the art department would agree) and furniture to give it a homely feel.

Andy’s attention to detail and understanding of the expectations made my job on the day of the shoot a whole lot easier and I am pleased to say the advert was a great success. Going back to basics and adding a hint of class paid off. So when it came round to concepting for the Autumn Winter 2009 we knew we just had to enhance on the previous season. The concept that was chosen focused on ‘Marisota brings you more choice’.

I really wanted to work with Andy again as I found he totally understood the proposition so we approached him with the storyboard. We knew this advert was going to be more tricky to produce in a studio as it focused more on the home delivery aspect and speaking to Andy he suggested shooting on location, which can be a hard one to sell into a client with the extra cost and less freedom, but it all made sense.

The velvet team found a fantastic location in Moberley which was a great blank canvas. So again the advert focused on the girls and their sizing issues individually but in a definite room setting giving it an extra cosy feel. The tricky scene was the walk in wardrobe. They are a lot smaller in real life than you think so we had to build one! Sounds easy but when you need to show a lot of clothes off with out looking like a market stall it’s not, but we got there in the end. And I am pleased to say that after a slow start the advert has preformed above expectations again.

We are currently working on concepts for the Marisota Spring Summer 2010 advert, which we hope will be just as successful (if not more) and I hope to be able to work with Andy again soon.

Tags: Advertising Agency Manchester, Andy Saunders, Award-Winning Advertising Agency, Brand Marketing, Commercial, Creativity, Design Concepts, Direct Marketing Agency, Direct Response Advertising Agency, DRTV, Fashion Advertising, JD Williams, Marisota, Online Marketing Agency, Sharon Gunnel, Sizes 12-32, Television Advertising Agency, TV Advert, TV Advertising, Velvet Productions

This entry was posted on Wednesday, November 18th, 2009 at 9:15 am and is filed under We Like. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.