Inside word from Laurence Ellis about the Topman Denim Fashion Videos

Creatively Topman were very open to what we wanted to do. They had a core brief, to show some jeans and appeal to a very savvy and media saturated consumer but how this was interpreted was left down to us. One of great realisations from the Topman side is hits don’t necessarily equal the success of a campaign. They could have orchestrated a silly viral campaign achieving millions of hits but in a way it seems obvious and insecure, and often doesn’t leave you with a great impression of who that brand are – apart from the fact that they’ve hired a clever ad agency. We understood that these films were slightly different from what had been done before. They have integrity and a subtle beauty to them. With such a huge brand behind them there is something quite beautiful about this combination. They are not at all what you would expect from Topman –  the unexpected is always much more interesting.

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