Brother: A Creative State of Mind

The Brother team approached us to create a promotional video for the release of one of their new machines, the Air Overlocker. The video was to be published in craft stores and on digital marketing channels such as their website and social media platforms. With a target audience aged 25-40, the video needed to be bold, inspirational, and youthful. We decided upon a narrative which showed a designer’s journey from humble beginnings creating garments at home, to running her own successful business and clothing line, thanks to the power of Brother’s Air Overlocker. This storyline was inspired by the rise of apps such as Depop and social power of Instagram, allowing young fashion entrepreneurs to reach their audience. We shot the Air Overlocker video in June, filming on just one day from the early morning until 7.30pm. We had a team of sixteen on set that day, including our core team (Director, Producers, Videographer, Photographer), talent, additional crew and the Brother team. All scenes were shot on our RED Scarlet-W cameras, capturing every detail with the utmost clarity and vibrance. We delivered the main promotional video in a widescreen format, with the 20-60 second social clips provided in a 16:9 format, optimised for Instagram Reels and Tik Tok.