We turned a beach into a runway to help launch Yu Mei’s S/S 2021 collection.
After the success of our first digital runway campaign, Yu Mei came to us to create another one to launch its Spring/Summer 2021 collection.
Covid once again foiled the plan at the last minute, when a lockdown disrupted our approach to shoot outdoors in the tussocks of New Zealand’s stunning Dessert Road. But within a week, we developed a new creative approach, dialled in director Seb Hunt via zoom and shot at Wellington’s Breaker Bay Beach. Despite high winds and rain, we successfully created an outdoor runway on the sand and pulled off some epic drone shots. Clever colour-grading in post production turned the winter beach into one worthy of a summer campaign launch.
In addition to a 3-minute hero film and teaser cut downs for use on social channels, we worked with photographer Steve Boniface to shoot an accompanying stills campaign.
The ‘Under The Same Sun’ campaign resulted in a 106% increase in traffic to Yu Mei’s website vs the same period the year prior.