As part of SBPR’s innovation hub, the team have been building the Perfect Dress Company brand from inception to launch, and now beyond. In December 2019, SBPR launched the fashion brand to fully understand the process clients go through from concept to customer purchase, and now six months on, the SBPR team are supporting the fledgling brand as it takes its next steps.
At the beginning of lockdown, the SBPR team applied to win a £10,000 Sky AdSmart campaign for the Perfect Dress Company as part of Sky’s mission to help SMEs through Covid-19…and won! The SBPR team had never worked on their own TV ad from start to finish before, although we’d been involved with client’s ads previously; writing briefs, managing shoot, and sourcing models, a project of this size was a first for the team.
We had a matter of weeks to turn the ad around, so hit the ground running and started reaching out to experienced video producers. We found a brilliant creative team who understood our ethos and our vision for the advert – Water Creative. We worked closely with the team (over Zoom as they are based in Manchester!) to make sure the script highlighted our Secret Slimming Dresses’ USPs and was as engaging as possible.
Our vision for the advert was for it to be classy, elegant, fun, and to make sure it had a feel good vibe to it – showing off the dresses and how they can slim and flatter your figure whilst enhancing your shape. The advert is only 30 seconds long, so we had to make sure we kept the wording short and to the point.
We sourced models based in Manchester as that was where the filming would take place. With accommodation not an option due to lockdown, we had to get it all filmed in a day! We chose three models of all different sizes and shapes, as our dresses are designed to fit every woman. Kim, Kayleigh and Vicky were absolutely gorgeous and modelled the dresses beautifully with their huge smiles and real women figures.
We styled the models with our own accessories, using a selection of earrings from our Darcy Rose Meaningful Jewellery collection. The videographer, Chris, had plenty of fashion industry experience having worked with huge brands such as Very, Pretty Little Thing, and BooHoo to name a few. We loved his energy and particularly enjoyed him demonstrating poses for the models to replicate!
Whilst we were up in Manchester for the day, we took this opportunity to squeeze in a photoshoot with the models we had booked for the day – for extra website and social media content, and to snap some photos of our Darcy Rose Meaningful Jewellery collection too.
A lot of hard work and thought has gone into the making of the Perfect Dress Company’s first TV advert and we can’t wait to show you the final version! The advert will live be on Sky TV from the end of July. Thank you so much to everyone who was involved!