House of Fraser rips up the rulebook for this year’s Christmas campaign, “Your Christmas. Your Rules”, as the retailer ditches the traditional tear-jerker for a promo packed with sass.
With Nice Biscuits providing the post-production, 18 Feet and Rising were tasked with devising a campaign that breaks free from the realm of traditional Christmas campaigns. The resulting spot, bursting with quirky choreography and stylish performances, bears a closer resemblance to a music video than a TVC.
Anchored on Grace and G-Eazy’s powerful vocal rendition of Dusty Springfield’s classic 1964 track “You Don’t Own Me”, the spot delivers an alternative approach to the festive season that encourages consumers to embrace their own traditions and quirks.
Nice Biscuits carried out post-production on the campaign; completing the grade, carrying out VFX clean-up and creating a memorable, festive endframe.
Russ Shaw, Flame Artist at Nice Bicsuits, comments: “It’s a very different take on a Christmas campaign. With the fantastic dance choreography and stylised sets, the post production work on this project has been more akin to working on a music promo. Most Christmas ads are quite often the same, with a focus on a product meaning you get that endless grade of a turkey, but here the product felt very secondary which was a refreshing change.
“We created a memorable endframe, with a biker flying over a cityscape as the illuminating House of Fraser text appears in the centre of the screen. In total, Nice Biscuits provided 17 different edits and we used Flame 2016 to drive the process, making it easier and faster to extract all shots and enable the VFX department to begin post-production."
The campaign launches on Instagram before airing on TV on Wednesday 18th November.
Creative Advert Credits:
Client: House of Fraser
Creative Agency: 18 Feet and Rising
Agency Producer: Masha Manojlovic
Creatives: Anna Carpen, Oli Oneil
Production Company: Prettybird
Director: Ace Norton
Producer: Tom Knight
Post-Production: Nice Biscuits
Producer: Ben Spalding
Colourist: Martin Southworth
Flame: Russell Shaw, Emir Hasham. Nick Bennett
Flame Assist: Miguel Wratten
Sound Design: Factory
Offline: Final Cut
Offline Assist: Lucy Berry
VIA «House of Fraser rips up the rulebook for this year’s Christmas Ad Campaign» by Jane Storm