Ozo’s campaign for Matalan pulls off a clever catwalk switcheroo

When the brand-new advertisements for Matalan start, all of us believe we understand what we’re getting. Moody lighting. A sticking around close-up of material capturing the light. An electronic camera tight on the tranquil face of a supermodel. The visual language is clear: this is high-end style marketing, and most likely well out of our rate variety.

The video camera pulls back, and whatever modifications. This isn’t a high-end catwalk or style shoot at all: simply a regular female in a normal home, preparing yourself for Christmas. One who simply occurs to look magnificent because, well, she’s worn clothing from Matalan.

It’s a basic technique, however it works. Since, most importantly, the joke is not on us (mocking your audience is never ever a great appearance) however on the OTT conventions of style marketing themselves.

Most importantly, the point is clear, and does not need to be defined in words. Particularly: you do not require a ludicrous budget plan to feel attractive at Christmas. Simply an affordable quantity of cash, invested well at a seller that provides excellent worth and comprehends what ladies actually desire.

Glamour without pretension

Entitled Be the Occasion, the project develops on Matalan’s Believe It’s Matalan brand name platform, which is obviously created to challenge typical understandings of the merchant as downmarket or low-cost. Throughout a series of movies and stills directed by Anastasja Black, the project sets declaration occasionwear with daily closet staples.

“We wanted a campaign that brings our latest collection to life, showing how festive dressing can feel both stylish and effortless,” states Aisha Jakhura, head of brand name, projects and PR at Matalan.

“Working with Ozo, we’ve been able to bring a real sense of fun and personality to the campaign, while showing off the fantastic product we have to offer.”

Ozo’s method

This is Ozo’s 4th project for Matalan, an innovative business working throughout London and Paris, following earlier work for its Denim, Spring and Summer collections. Ozo dealt with the technique, movie and stills internal and went from short to complete project in simply one month.

Throughout these projects, Ozo has actually utilized what it calls its Circular Model. This returns the 1960s and 1970s, when it argues that much of the very best marketing originated from imaginative directors and movie directors establishing concepts side by side.

The production group exercises how to make it as the concept establishes. And artists, artists, and developers can be found in to press the work even more. For brand names, Ozo states, the benefit is seeing what’s practical and what it’ll cost much previously, so there are less budget-led rewrites, and they can enter into production quicker.

As Emmanuelle Le Chat, co-founder of Ozo, puts it: “The finest concepts improve when individuals who produce them and individuals who make them remain in the exact same discussion.

“We brought that mindset to our partnership with Matalan, closing the gap between idea and execution, saving time, making budgets work harder and raising the quality of the work.”