Ubank Enlists Jordan Gogos To Deliver ‘Feel-Good Fashion’ Social-First Campaign
In collaboration with Australian designer Jordan Gogos, ubank has thrown open the runway doors and delivered its ‘Feel-Good Fashion’ campaign launch video in a dynamic display of lightning-fast cuts, beautiful transitions, and a visual feast of colour and movement.
It follows the announcement of the bank’s partnership with Gogos in the December edition of Harper’s BAZAAR Australia and New Zealand, where it launched custom fashion pieces and introduced the Feel-Good Fashion Fund initiative for emerging designers.
View this post on Instagram
The Feel-Good Fashion campaign launch video challenges conceptions of reality, fabrics dance through the sky, while multiplying cloning visual effects sync to a perfectly matched track, ‘Famous’ by local Aussie music artist Logan.
“Jordan’s designs are filled with colour and creativity, and so ubank’s studio team wanted the camera work to be equally as bold. The idea behind the video’s camera work was to help elevate the final edit, giving freedom to movement,” said Callam Hanks, creative director at ubank.
Taking inspiration from films, music videos and social media trends, ubank created bespoke effects using programmable camera sliders and programming zoom cinema servo lenses to recreate shots seamlessly through each take, so that even when the camera was locked, the talent could move freely in frame, creating opportunities in the performances and enhancing the pre-planned visual effects.
Shot completely vertically, rigging the cinema camera on its side, allowed the studio and production team to get the real feel of lenses as they moved closer to the talent, giving a unique final output from other content that tends to crop for social use.
“While a lot of ubank’s slick transitions were created through clever match-cuts and camera techniques, a large part of the magic also came together in the edit, where the team created echo trails of talent ‘clones’ as well as adding a sprinkling of visual effects magic to some of the outfit and scene transitions, to make the transformations feel truly seamless”.
“We wanted the launch video to feel like our collaboration with Jordan: unexpected, colourful, but most of all, fun. Embracing vertical with a variety of effects and techniques allowed us to really capture the energy and boldness of the designs. We’re as excited for this launch as we are for the future of Australian fashion,” Hanks said.
Ubank’s Feel-Good Fashion campaign and annual fashion fund initiative is to:
- Bridge the gap: by addressing a lack of financial and mentoring support for emerging Aussie designers.
- Big prize, big boost: ubank will offer financial support and resources including a $30,000 grant – the largest cash prize – for local, up-and-coming design talent.
- Offer expert guidance, mentorship and support: from fashion powerhouse Jordan Gogos, ubank, and Harper’s BAZAAR Australia and New Zealand.
- Runway to reality: bring the selected emerging designer’s bespoke couture and prints to life via a limited edition ready-to-wear capsule collection.
- Massive exposure: feature in ubank’s social media and marketing campaigns.
- Annual showcase: select a new recipient each year, keeping the fashion engine fuelled.
“We believe in the power of creativity and innovation, and our collaboration with Jordan Gogos reflects that commitment,” said Andrew Morrison, chief product and growth officer at ubank.
“At ubank we’re all about supporting a new generation of Australians to be more successful with their money, offering proactive product features and insights designed to help them get ahead. This is why we are equally thrilled to introduce the Feel-Good Fashion Fund initiative, which will contribute to shaping the future of the fashion industry by nurturing emerging designers and giving them the resources and support they need to succeed,” he said.
Credits:
– Director: Genevieve Kaiser
– Producer & Still Photographer: Emily May Gunawan
– DP/Cinematographer: Alex Ditsas
– Styling: Harriet Crawford
– Styling Asst: Olivia Gherbaz
– Hair & Makeup Team: Amy Chen, Emma Luciano, Lorella Giannini
– Motion Director: Amy Zhang
– Gaffer: Bálint Major
– AC: Louis Lau
– Best Boy: Ben Friesen
– 2nd AC: Serena C Siow
– VFX & Editor: Josh Regoli
– Music: Famous by Logan
– Storyboard Artist: Julie Vo
– Colour Grading: Daniel Witt @ MoodLab
– Talent: Daia, Amir, Tee @ Stone Street, April @ People, Nathan @ FiveTwenty
Please login with linkedin to comment
ubankLatest News
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]
In A Fragmented World, Engagement Is King
Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Today is a big day in radio. After years of dominating the Sydney ratings, the Kyle & Jackie O show is launching in Melbourne. Whilst some have sworn that Melbournians won’t like the controversial show, Kyle Sandilands is confident of its universal appeal. “The only difference if you’re a regular listener in the Sydney market […]
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.