ASOS - Delivering a multi-channel, globally relevant fashion retail campaign​

In the UK, ASOS was already a well-established online fashion store, loved amongst a variety of audience groups. But outside of the UK, the brand struggled with relevancy, with different markets reporting a variety of communication problems. The brief was to help ASOS bring meaning back to ‘As Seen On Screen’ and demonstrate their role in the way audiences build and develop their own personal style. 

​We created a modular film and stills, music video style campaign, able to flex towards different market needs, taking the viewer on a journey through tribal street styles, celebrating individuals and groups who love fashion and the creating their own unique style. To boost global saliency further, the work featured influencers from across the various relevant markets.

​The process was fast turnaround, supplying final assets just over 6 weeks after director treatments were presented. My role was to ensure the process ran as seamlessly as possible, tackling each stage at pace, yet prioritising and protecting the strategic and creative credentials of the campaign. We shot in-person in London and held a remote shoot in New York, while adhering to added complications of covid restrictions, and the small matter of hurricane Ida the day before shooting in New York. On delivery, working with our modular film assets, 85 unique films were delivered to maximise global relevancy, with additional adaptations also supplied to suit a range of media types. In addition to this, 48 core stills were delivered, with an additional BTS capture, ensuring the full range of fashion styles were showcased for all possible media outputs and consumer journey requirements. There was no room for error with this production!

Agency: Sunshine
Director: Ricky Saiz
Production Company: Smuggler
​Photographers: Ysa Pérez and Rosaline Shahanvaz
Influencers: Gabrielle Richardson (aka Frida Cash Flow), Eva Apio, Sasha Keable, Lindsay Vrckovnik and Christina Nadin.