We were asked to develop a concept for StellaMcCartney that could be shot by 10 different directors from the National Film& Television School to deliver 10 separate pieces of content from the same script. The budgets were tiny, the time short, the imagination limitless.

The Stella McCartney brand is built on a great idea – acknowledging that more people than ever care about where and how their fashion is made.  But clearly most fashion ads have no idea in. They rely on ‘transference’ where the benefits associated with a famous model or actress are transferred to the brand. So, we thought, let’s try making a fashion commercial with an actual idea in it and see what happens.

Keeping it simple to allow for multiple interpretations but using a classic flip, we wrote a script that talks about what the brand doesn’t use rather than what it does. Calling out the absence of those elements usually deemed necessary to make a fashion brand interesting, thus dramatising the distinctivity between Stella and other labels.

We ended up with 10 brilliantly different films showcasing the talent of the NFTS as well as the unique style of StellaMcCartney. A lovely collaboration - and how many times do you get to see your script shot in 10 different ways?

Talkability. Interesting content for an interesting brand. A world away from the usual same-old films often found on fashion sites.