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The Royals tap military-grade camera for Strand Arcade campaign

Creative agency The Royals has used thermal imaging technology to launch the 2018 autumn/ winter campaign for Sydney shopping district The Strand Arcade.

The TK1 camera used for the shoot is the only commercially available unit in Australia, with the technology usually employed by the military, law enforcement, firefighting, medical, and engineering fields. 

The campaign, titled ‘Feel the Night’ is filmed in the dark and aims to highlight the ‘feel’, not just the look, of fashion.

It takes textile and fibre artist Tammy Kanat shopping after dark where she is then guided only by her sense of touch and garment textures. Kanat then intuitively selects pieces from designers including Dion Lee and Camilly & Marc.

Creative partner at The Royals Nick Cummins said the campaign ties into the start of winter and the layering of clothes.

“Our aim in using thermal imaging was to highlight the insight that in winter, as we start to layer up against the cold, the feel of fabric, its weight and texture becomes more important. By taking away the sense of sight, we were able to focus on the feel and touch of garments, demonstrating the premium quality of the Strand’s Australian designers.”

Group manager of Ipoh – the specialist retail property, investment and management company behind the QVB and Strand Arcade – Victor Gasper added: “This season we have focused on the sensory experience of ‘touch’ to help reiterate that the choices we make about the way we dress are influenced by the way we feel as much as the way we see things. Bringing to life designer details allows us to showcase the incredible craftsmanship and creativity on offer inside the Strand Arcade.”

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