JIGSAW sought to create an internal brand video to serve as a powerful and timeless masterpiece, a hero piece, and a manifesto film. The objective was to craft an evergreen representation that would encapsulate the essence of JIGSAW’s identity and rich heritage.
Crafting a compelling visual narrative that spans over five decades while relying solely on archival footage and eliminating voice-over presented a formidable challenge. The critical hurdle was maintaining a captivating pace and conveying substantial information without overwhelming viewers with excessive on-screen text.
The video needed to visually represent JIGSAW’s ethos, capturing the passion and creativity that drives the brand. It must highlight the dedication and skill of the ateliers who bring JIGSAW’s designs to life, emphasising the brand’s commitment to quality and craftsmanship. The video must evoke emotions and connect deeply with JIGSAW’s brand by weaving together a narrative that resonates with its target audience.
Having produced similar work for FATFACE, we adopted a meticulous approach to address this challenge. Firstly, it was about finding the right music. For us, music plays a vital role in enhancing the emotional impact of the story, underscoring key moments and creating a sense of connection with the brand. After finding the right emotional track, we could seamlessly move on to the visuals.
Second, a comprehensive storyboard was developed, carefully mapping each scene and transition to ensure a seamless flow. The selection of archival material was critical; we concentrated on choosing evocative visuals and compelling moments that would captivate viewers. We incorporated artificial intelligence (AI) technology into our post-production process to streamline our workflow. With AI’s help, we can now add simple movement to our photos, bringing them to life in ways we previously would have done manually. Although initially hesitant about relying on AI, we have found it to be an integral part of our workflow and a valuable tool in our creative process.
To fully capture JIGSAW’s ethos, the video also incorporated dynamic visuals we filmed ourselves. Our crew filmed at the JIGSAW head office, filming their atelier at work, bringing JIGSAW’s designs to life. We also despatched our production crew to film at the flagship store on the King’s Road in Chelsea. These visuals emphasised the brand’s dedication to contemporary quality and craftsmanship, communicating the unwavering commitment behind every piece.
Our video skillfully intertwined a narrative that deeply resonated with the client’s values and aspirations. We crafted a captivating visual story that paid homage to heritage and creativity, encapsulating a shared love for fashion and artistry. The video successfully evoked a sense of nostalgia, fostering a genuine connection with the brand. After incorporating minor refinements requested by the client, we efficiently delivered the project within the agreed deadline, leaving our clients highly satisfied.
Theory Films are one of the UK’s leading corporate video production agencies. Here to connect you with your audience through video.
Theory Films are one of the UK’s leading corporate video production agencies. Here to connect you with your audience through video.
