The creative campaign for French Connection’;s Autumn/Winter 2011 collection launched this week. Created by agency 101, it was directed and photographed by Leila and Damien de Blinkk, styled by Georgina Hodson with cinematography by Marc Gomez del Moral. Post-production (Grading & VFX) was by Rushes.

The campaign marks a change from past communications, celebrating the power and possibility of the garments. Each of 8 ‘hero” garments has its own campaign with the story told from the point of view of the clothes. The campaigns will be staggered across the season, with an evolving message, via digital, cinema and TV as well as print, outdoor and in-store.

A teaser campaign launched on 1st August in the shape of a 60″ trailer, running online and in cinemas. This will be followed by 8 mini campaigns throughout August, September and October.

The Client was William Woodhams, Director of Marketing, French Connection. The Agency was 101 and the Production Company was OneSix7. At Rushes, the Colourist was Simone Grattarola, VFX was by Leo Weston.