Aussie creative and technology agency The Royals have unveiled a clever new campaign for iconic Sydney retail destination the Strand Arcade, showcasing the latest fashion for autumn and winter in a new music video for up-and-coming artist Sloan Peterson.
The video, produced by The Royals in partnership with //Thirteen & Co, showcases the latest A/W fashion from the Strand retailers, worn by Peterson and a cast of alumni dancers from Australian Ballet School and Sydney Dance Company, and plays to the soundtrack of Peterson’s new single, ‘105’.
An interactive overlay allows viewers to hover their mouse over the latest collections of featured brands for a close-up view of each item and shopping details.
The campaign, the first from The Royals since winning the account late last year, also includes print, point-of-sale and social.
The music video is the second ever to be shot in the Strand, with David Bowie’s ‘Let’s Dance’ video in 1983 featuring scenes shot in on the ground floor of the building.
The Royals creative partner Nick Cummins said: “I have always loved how fashion has been such an integral part of the music industry and vice versa.
“The Strand is the home to some of the best makers and designers in Australia, so having the opportunity to collaborate with them and Sloan in such an innovative way has been very fulfilling for The Royals.”
Melissa Prpic, group marketing manager at Ipoh, said: “The Strand Arcade has a heritage of being at the forefront of Australian fashion, celebrating authentic talent and harnessing emerging creatives, and our AW17 campaign is no exception.
“Our decision to create a bespoke digital experience was a natural progression for the Stand Arcade. The video platform allowed us to showcase the latest collections from our retailers in a new and innovative way using cutting edge technology. We are excited with the result and to be supporting a promising young artist such as Sloan Peterson.”
Product – The Strand Arcade
Group marketing manager – Melissa Prpic
Senior marketing manager – Daniella Manuel
Agency: The Royals
Managing partner – Dan Beaumont
Creative partner – Nick Cummins
Art director – Adam Frazer
Copywriter – Lewis Farrar
Graphic designer – Anthea Wright
Integrated producer – Rene Shalala
Strategy director – Clare La Palombara
Account director – Priyanka Patel
Account manager – Michelle Kroger
Production Company: //Thirteen & Co
Director – Pete Moore
DOP – Christopher Miles
Producer – Catherine Warner
Executive producer – Roy De Giorgio
Photographer – Natalie Cottee
Post-production: The Goodman Bros
Editor – Joe Morris