Our very own Stig – aka Corke Wallis designer, Andy – reflects on the challenges and creative thinking behind our successful Black Edition campaign video for Brompton:
The branding challenge for this campaign was… creating something that was very different to what Brompton had done before and would create a buzz across social platforms. At the same time, we needed to capture what makes a Brompton unique and adaptable, and how the bike is perfect for the city, in line with their Made for cities positioning.
We approached it by… firstly, shooting in a studio, allowing us more creative freedom to focus on the craftsmanship of the bikes rather than the rider. Collaborating with super-talented film team, Oldie, we decided a futuristic space aesthetic would really suit the bikes – objects appearing through darkness, locking perfectly into position, really showing the engineering that has gone into the design. We looked at sci-fi films and imagery as an inspiration – particularly Ridley Scott’s Alien. The combination of sound and imagery really helped create an atmosphere and engage the viewer.
There were a few logistical challenges on the day… We used rollers for the filming so the bike remained in the same place for filming – they were pretty intimidating to begin with! Particularly with LED lights rotating 3 inches from my face, photography lights flashes sporadically going off, smoke machines and a film crew moving around me to get the best shots… We needed to ensure city elements were captured so Oldie made lighting rigs that would rotate, shining light through Prisms which created some beautiful effects. This gave the sense of movement we were after.
We chose to work with Oldie because… they are excellent at what they do and open to ideas. They really know how to get the best from a shot and have the editing skills to match. They also know how to work to great effect within a very tight deadline!
Creating this campaign was exciting because… this approach and execution was very different to anything Brompton had produced before. And it’s always great working with a top-class creative team (Oldie and photographer Anna Batchelor) to achieve the aesthetic.
It was a success because… Brompton trusted us to push their brand in a new direction. This really paid off, with coverage from specialist bike blogs and publications all over the world. The Black Edition video was Brompton’s most shared piece of content to date.