Working alongside adam&eveDDB, Director Fredrik Bond and Sonny London, The Mill helped to create this latest spot in a series of ads for H&M, starring David Beckham for their ‘Modern Essentials’ range, Spring 2016.
Building on the success of H&M’s last spot with Beckham and playing on his world-wide popularity and influence, H&M’s brand new ad sees Beckham shot in Lisbon, grabbing the attention of the locals who mimic his style each day as he adorns a new outfit. This idea is taken to the extreme at the comedic peak of the ad, when Beckham steps out in nothing but a white towel wrapped around his waist. The result is a swarm of semi-naked people roaming the streets of Lisbon in white towels, keen to be seen as fashion-conscious as David himself.
The pieces he wears in the film, all selected by David from his own collection, promote the perfect examples of his unrivaled style – further proof that the star’s iconic look is both affordable and achievable for everyone.
Mill Creative Director on the job, Wes, explains, 'The logistics of shooting naked people in the central square in Lisbon were tricky, so, with the end shot we used a combination of plates and 3D crowd scenes to create a larger scale swarm of people to fill the square. We also used crowd replication on other sections of the ad to really push the sense of uniformity and replication.’
Mill Colourist, Matt Osborne, describes how all this was brought together in the grade, 'We wanted to enhance every aspect of every shot in the grade. From the overall mood of the piece to smaller details such buttons on the jackets. Fredrik wanted a premium look so we spent time finding the right level of warmth and contrast while making sure David and the clothes looked as fantastic as possible.'
Producer: Jack Bayley
Creative Director: Rick Brim
Creatives: Matt Gay, John Long
Production Company: Sonny London
Director: Fredrik Bond
Executive Producer: Helen Kenny
Editing Company: Marshall Street Editors
VFX & Design
VFX Company: The Mill
Producer: Justin Stiebel
Creative Director: Wes VFX Supervisor: Chris Scott