The brief from the client was to re-invent the JD Williams clothing brand with fun, energetic content that inspired their target audience to wear their clothes but also to expand their audience to younger and older women. In the past their TV commercial coverage had not expressed this goal and as you can only order JD Williams clothing online or via catalogue multiple audience members felt that the process was too difficult or weren't aware of the brand. Therefore the TV commercials raised brand awareness and demonstrated the ease of the methods of ordering.
The treatments for the Autumn and Winter campaigns both had the same inspiration: to inject energy and spontaneity into their brand through the method of dancing in their clothes. In both campaigns, the commercials start with a generally relaxed yet everyday nature, such as a standard coffee shop/christmas party scene. However with the help of a 'meet cute' two actors accidentally bump into each other and this causes a reason to start dancing loose swing as a pair. The infective nature causes everyone else around them in the scene to start dancing, meanwhile showcasing the great clothes that the brand has to offer.
Working on two campaigns for JD Williams with a fantastic team at Great Guns, I was the production assistant for the two campaigns but also a personal assistant to the executive producer Jane Gershfield and director Karen Lamond. My responsibilities were: Co-ordinating with casting agents to book artistes, scheduling, creating call sheets, attending castings, petty cash reconciliation, liaising with the clients, sourcing locations and supporting the Producer, Director and Production Manager.
During the process I was also entrusted with the extra responsibility of Casting Co-Ordinator, responsible for booking artistes, arranging wardrobe styling/hair and make-up sessions, scheduling dance auditions and rehearsals during the pre-prod process. On the shoot days I was responsible for checking in cast, booking taxis to and from location and working directly with the 2nd AD to ensure all cast were in place and available at the right moments.