Superdry

Creative Production

The Client

Superdry is a world-leading contemporary fashion brand fusing vintage Americana and Japanese-inspired graphics with a British twist. The organisation operates in over 500 branded locations across 50 countries. Through adopting cutting edge marketing strategies, Superdry has been able to diversify themselves with the market and surpass the competition.  

"SLATE's hands-on approach to creative projects reassured us as a brand and the final product speaks for itself. Slate’s ability to create engaging and high-quality content is a testament to the team behind the agency. Superdry will definitely be working with Slate Media again."

Matthew Lozzi - Superdry: Head of Marketing and PR (AUS/NZ)

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The Purpose

Superdry wanted to create two separate campaigns to engage their audience coming up to the end of the year – launching their Waterproof Jacket and their Christmas campaign. Both projects needed to suit the brand’s image and ethos whilst communicating the products benefits and unique features.

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The Strategy

To achieve the desired result, we focused on tailoring the creative direction of each campaign to match the brand and audience.  The Christmas Campaign was studio based pulling focus to the products whilst the Waterproof Jacket project was filmed in more urban locations to sell the lifestyle.  

Each project was shot and edited in separate ways to convey different meanings. Adding skewed angles and effects paired with upbeat music to the Waterproof Jacket series gave it an energetic and motivating feeling.

We utilised lower and more structured product-focused shots for the Christmas Campaign to appeal to the mass market and outline product features/deals.

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