Yu Mei
February 2021
What we did
Product promotion / Film / Social / Line production

From covid cancellation to a brand-first digital runway

Hero video

A covid cancellation saw us help Yu Mei create its first ever digital runway to launch its A/W21 collection.


Yu Mei were set to deliver its new Autumn/Winter 2021 collection at a live runway event when they had to cancel just days before due to Covid. So the luxury leather goods label turned to Wrestler to help create a digital runway - a first for the brand. 


We received the brief on Monday, were shooting by Thursday, and had all content delivered the following week. To achieve this, we had to lean into a very agile creative and production approach. Partnering with director Seb Hunt, we created an ideal shot list, but ultimately undertook a lot of experimentation on the day of the shoot at Wellington’s City Gallery. 


The resulting nearly 6-minute hero film streamed live at a special online launch event and featured in an exclusive with Viva Magazine. A series of social cutdowns drove hype for the event and promoted the range post launch. All driving a 54% increase in website traffic vs the same period the previous year.

4x5 cutdowns
9x16 cutdowns
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