While working in partnership with award-winning fashion designer Richard Quinn, our friends at Colgate Palmolive, asked us to capture the spectacle of his all-smiling catwalk show.
To complement the launch of their new Colgate Max White Ultimate toothpaste, they decided to go against the grain of the standard catwalk show, by doing away with the typical pout by creating their #poutfree smile campaign.
With an array of outfits and a celebrity studded audience, including Billy Porter and such, and a whole host of social media influencers; the show promoted both fashion and smiling healthy teeth.
Loftworks have some of the best camera operators, editors & motion graphic artists around in the UK. They always go that extra mile and I know I can trust them to manage a project with my clients and it will all be completed to the highest standard.
In capturing such events, we often deploy the timelapse and hyperlapse techniques to accentuate the passing of time. To enable this we set up a stationary camera which filmed high-resolution 8K shots throughout the day; capturing the full set construction, the entire show and the after party.
Colgate were keen to show the volume of work that goes into such an extensive production, therefore, we roamed around the set-building process to illustrate the depth of the operation. With themed sets that came alive at the end of the main event — it was indeed an impressive set.
With our backstage passes we managed to capture the unconventional smiling faces, though these, obviously followed the #poutfree theme of the event — and definitely felt out of character for London Fashion Week.
Without the Loftworks team my business would not have been as successful over the past few years, thanks largely to the work they have produced.
Having battled through the array of photographers we landed a prime spot to shoot all of the action. Filming in 4K at high frame rates allowed flexibility in the post process, to enable the footage to be slowed down, and therefore add prominence to the outfits during the fast-paced display.
As a multi-crew production we were able to track all the action and therefore capture a full range of angles. Such a multi-angled shoot, with a host of engaging visuals offers a far richer final product.
The finale of the show was purposefully designed to showcase the models and their bright white smiles; to ultimately empower the audience to take as much care of their oral health as they do on other aspects of their appearance.
Loftworks are a critical part to much of the work I deliver at Sublime Presentations. Thankfully, with them on the team I can rest assured that the work is delivered to a high quality — on time, every time.
The Colgate sponsored after party allowed the influencers to mingle between the numerous areas, or 'zones', while immersing themselves in the products and branding, and sharing photos with their followers. It was a shrewd marketing strategy that resonated more than many traditional advertising methods do, and pushed their #poutfree far and wide.
While further enhancing their historic and renowned brand, Colgate also presented scientific demonstrations to illustrate the capabilities their new Max White Ultimate product.
Our final act was catching up with many of the attendees after the show to gather some thoughts on the day. The generally positive reaction indicated a major success — as they left happy, clutching their Colgate goodie bags.