F&F creates storming campaign for AW2024 collection

F&F, the Tesco-owned clothing brand, is highlighting the arrival of its Autumn Winter 2024 collection in a new campaign by BBH London.

The latest iteration in F&F Makes Fashion Sense platform kicks off with Gail Force, a 30-second film driven by the insight that we ask a lot of our clothes during the Autumn season, as they deliver on style and flex to every situation.

It features key pieces from the new AW collection and follows our heroine, who reacts with nonchalance to a windstorm sweeping through the office.

While others scramble amidst the windy conditions, causing paper to fly and plants to topple, our hero manages to slip her floor length F&F coat over her luxurious, red jumper and confidently struts down the corridor to the lift like a model on a catwalk. As the doors close, the film ends with the line: “Designed for the great outdoors…and indoors. F&F makes fashion sense.”

Tesco – Gail Force

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Agency BBH/London
Production Company Object & Animal
Director Amber Grace Johnson

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Credits

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Agency BBH/London
Production Company Object & Animal
Director Amber Grace Johnson
Editing The Assembly Rooms
Editor Jack Williams
Editor Sam Rice-Edwards
Post Production/Color Electric Theatre Collective
Post Producer Katie Sharpe

Post Producer Emma Hughes
Colorist Andi Haw Shuan Chu
Sound King Lear Music & Sound
Sound Engineer Dugal Macdiarmid
Music Supervision Black Sheep Studios (In-House at BBH/London)
Music Supervisor Daniel Olaifa
Deputy Executive Creative Director Felipe Serradourada Guimaraes
Creative Director Uche Ezugwu

Creative Director Karen Davidson
Associate Creative Director Zoe Stott
Copywriter Charlie Pendarves
Art Director Chloe Stephenson
Producer Zoe Lynch
Producer Alexander Chamberlain
DP Olan Collardy
Music Supervisor Hywel Evans

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The film’s cinematic high-fashion vibe is courtesy of director Amber Grace-Johnson, whose previous work includes campaigns for Armani Si with Cate Blanchett and Savage X Fenty by Rihanna. It is set to Richard Hawley’s brooding track There’s A Storm A Comin’.

Jan Marchant, CEO at F&F said: “There is no need to be sad that Summer is over when it means finding your new favourite pieces from our Autumn Winter range. We know the importance of finding something stylish, comfortable and versatile in an ever changing, unpredictable season and this latest campaign truly brings that to life.”

Charlie Pendarves, Copywriter at BBH said: “We knew that creating a chaotic storm in an office, while maintaining all the hallmarks of a beautiful fashion film, was going to be a fun challenge, and the team nailed it in true F&F style and grace.”