Creativity

Superdry's Fast-Paced Repositioning Film Is All About Adventure-Filled Nights

First Work Through Iris Aims to Re-Engage Millennials

By Alexandra Jardine. Published on May 26, 2017

Editor's Pick

British fashion brand Superdry is hoping to re-engage millennnials with a fast-paced spot centered around the tagline "The Night Is Young."

The work is the first for the brand since appointing Iris as its lead creative agency earlier this year. Previously, all its advertising was created in-house.

Directed by Courtney Philips via London Alley, the online film whizzes around from tattoo parlours to beach fireworks, basketball games to grocery stores, folllowing a group of young people hanging out and having spontaenous fun. With a music video feel to the footage, shot in multiple mediums, it's set to "Bang Bang" by The Graveltones.

The films form part of a wider integrated campaign bringing together film, photography, GIFs and more, all with the hashtag #TheNightIsYoung.

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About

Credits

Date
May 26, 2017
Agency:
Iris Worldwide
Client:
Superdry
Executive Creative Director:
David Prideaux
Creative Team:
Neil Matthews
Creative Team:
Stu Woodall
Creative Team:
Annie Fox
Planner:
Hannah Fisher
Account Team:
Amy Bryson
Account Team:
Alex Barber
Agency Producer:
Danielle Stokes
Integrated Producer:
Liz Truss
Photographer:
James Meigh
Production Company:
London Alley
Producer:
Jess Bell
Director:
Courtney Phillips
Editorial:
Speade
Editor:
Ellie Johnson
Post Production:
The Mill
Audio Post Production:
750MPH
Design Director:
Adam Robinson
Senior Digital Designer:
Mike Tsang

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