Brother: Style Brought To Life

The team at Brother entrusted us with creating a series of videos to launch their new F540E & F580 sewing and embroidery machines. The objective was to challenge how people think about sewing, embroidery and quilting. The F-Series videos had to feel youthful and inspirational, appealing to a target age group of 25-40. Brother’s target market for these machines is the ABC1 demographic, targeting individuals with disposable income and some previous sewing experience. Great British Sewing Bee finalist and influencer Raph Dilhan was brought on board to star in this project. In an early brief, Brother outlined a fashion show concept that showcased a designer working with the new machine for a runway show. We took this initial idea and developed it internally, using our team’s storytelling experience to build out the narrative and add depth. Our focus was on creating an emotive storyline that would inspire and make the audience feel that the Innov-is F580 machine could change their lives. ‍Production of the F-Combo video took place over two days with our core team present (Director, Producers, Videographer, Photographer), as well as a Make-Up Artist, the Brother team, our three leading models and a number of extras. Crew calls were scheduled throughout the day. The project was shot in 5K on our two RED Scarlet-W cameras, enabling us to capture every detail with brilliant clarity and colour. Working with our carefully planned script and storyboard, we stitched together all the elements of the advert. The video was edited, mixed and graded by our in house team. Alongside the two-minute video, we also cut together seven social clips which were optimised for use on platforms like Instagram and Tik Tok. We also delivered a large album of photos which were used in promotional material for the new machine.