Create an inspiring brand film showcasing New Look’s new range of active-wear for men. Rather than the usual mood film (how many times have we seen those?), we decided to create a narrative that the target audience could relate to.

The happy ending.

A film about one man’s dedication to being the best. While the rest of the city sleeps, our Swedish kick-boxer pounds the pavements on his way to the gym – before proceeding to knock the stuffing out of a hapless punch-bag.

The clothes looked awesome and the client loved the film – so much so, they decided to expand the scope of the brief and feature the piece in their flagship London store.