Craghoppers | Brand Film
Client: Craghoppers / BJL
Project: Brand Film
Location: Northern Quarter, Manchester
Deliverables:
1x 02:45 min brand film with English subtitles
1x 02:45 min brand film with German subtitles
1x 15s Instagram story with English subtitles
1x 15s Instagram story with German subtitles
Dead Pixel did:
Video Production
Editing, Grading, Rescaling for social
English and German Subtitling
Quote of the Shoot:
“Manchester’s full of creative folk, and you’d struggle to get on with any of them”
Brief
Working closely with long time collaborator and creative agency BJL, we were tasked with showcasing a new street art installation in Manchester city centre.
This brand film was commissioned by outdoor retailer, Craghoppers as part of a wider campaign to showcase their new range of bags. Kiwi bags are slick, stylish and a new direction for the brand.
Craghoppers wanted to get away from the typical outdoor hiking film by doing something a little different. They also didn’t want to appear too ‘salesy’ or forcing the bag on consumers. Whilst the video features the new kiwi bag, it’s Qubek’s story and artwork that is the focus.
Production
The project was shot across one glorious day in Manchester’s Northern Quarter, using only our in-house equipment. The art installation took approximately 6 hours from start to finish. In true documentary film-making style, we followed Qubek as he took a blank canvas and slowly crafted a reflection of Manchester entering the lockdown period.
The artwork is representative of the Hacienda night club and the debris often found on the dance floor at the end of an evening. The images used are easily recognisable as Manchester and the ‘Madchester’ era.
Post-production
We edited and graded the full 2:45min brand film alongside multiple social cuts. We sourced all music rights, with particular attention to the sound design. This film, and all accompanying assets, were edited in our in-house suite using a mix of platforms across the Adobe Creative Cloud.
Subtitling was incredibly important for IGTV offering up both English and German versions. The 15 second Instagram story edits were used to push traffic to Craghoppers’ YouTube channel and the brand’s eCommerce website.
