Ted Baker

A three-year creative partnership to build a digital presence for the British fashion stalwart.

To transform and accelerate Ted Baker’s approach to marketing, a full creative overhaul and strategic repositioning was required. Working closely with the design team and brand guardians at Ted HQ in London this ongoing collaboration saw the brand invest heavily in digital content to support its seasonal collection drops.

Originally evolving from behind the scenes shoots around the main stills campaigns, the relationship with the brand quickly grew to encompass full integrated work from creative ideation through large scale photographic and video shoots and right down to digital and in-store activation.

Year 1 - Wonders Never Cease

Filmed on location at London’s Natural History Museum, this ambitious first project saw Ted Baker take over the iconic landmark building for three consecutive night shoots with full access to the displays and collections.

Exploring the story of friendly rivalry between two competing archaeologists, the film showcases a range of looks from the 2015 collection and marked the first time the brand had drawn its lookbook and print campaign from the hero film.

Year 2 - Pinch Me

For their second integrated campaign Ted took the full creative and production team to Portmeirion in Wales to deliver a surreal and dreamlike story of a shipwrecked protagonist who soon discovers that all is not as it seems. The creative concept called for subtle use of postproduction and grading to give the film and stills a uniquely vintage and sun-drenched look that evokes holiday photos of old.

Year 3 - Mission Impeccable

The most ambitious campaign of all, co-EP’d by Guy Ritchie, was again shot on location, this time around London, and involved speedboats, car chase sequences and a riverboat escape on the Thames.

Set in the shady underground world of private black market fashion auctions, the film follows a team of Ted special agents as they seek to infiltrate the sinister underworld of the buyers as they bid on stolen pieces from the unreleased Ted Baker collection, leading ultimately to the mysterious figure masterminding it all, The Needle.