SUM has launched a global campaign for Hackney Walk, a brand new outlet village in the heart of East London.
Following a new brand identity, a brand strategy and positioning process SUM was tasked with developing a strong and differentiating campaign message that embodied the brands values and personality.
The creative direction is truthful to the positioning and is shot entirely in black and white celebrating the heritage around which Hackney Walk scheme is built.
Conscious of portraying East London’s feel and attitude in its background, the focus is on the clothes and the tasteful and creative composition.
To provide authority to the campaign the choice of talent was of key importance. SUM cast models Theo Neilson and Burberry model Misha Hart. Shot by Nick Dorey, Hair is by Neil Moody and Make Up by Lucy Burt.
Digital and Social activation features a series of films.