F&F Conducts the Ultimate Fit Test in summer spot

F&F and BBH London showcase the perfect blend of fashion with everyday practicality in a new campaign led by a TV spot, 'Walkies'.

The new film under the 'Makes Fashion Sense' brand platform begins with the unexpected twists and jerky pulls of a woman in her new linen two-piece, as she conducts the ultimate ‘fit test’ for walking the dog.

It’s a quirky, choreographed film highlighting the freedom of movement within clothes that work for everyday life. The film was produced by Somesuch and directed by Tajana Tokyo, an accomplished London-based Director whose own impressive performance and choreography background was integral to the craft.

About the work, Uche Ezugwu, BBH creative director, said, “Hopefully this idea will resonate with everyone, even if they don’t own a dog. Anyone trying on new clothes should take a ‘fit test’; my favourite is Mc Hammer’s Running Man.”

Jan Marchant, CEO, F&F says: “Our Summer campaign perfectly captures the essence of our brand – stylish and wearable. We loved the idea of the ultimate fit test and celebration of movement, and are super excited to launch our new collection. Perfect for whatever the Summer throws at us!”

The track, RagJazz (UK Funky Remix) by NEONE The Wonderer featuring Hali Ray, was sourced by BBH’s in-house music studio, Black Sheep Music.

The campaign will run on VOD/BVOD and Social media in the UK, the Republic of Ireland, Hungary, the Czech Republic, and Slovakia.

Credits:

Campaign title: Walkies

Advertising agency: BBH

ECD: Helen Rhodes

Creative directors: Karen Davidson & Uche Ezugwu

Senior Copywriter: Marc Rayson

Senior Art director: Zoë Stott

Strategist: Salwa Ainaqi

Business lead: Anna Rosenthal

Account director: Megan Houghton-Brown

Account executive: Holly Errington

Agency film producer: Zoe Lynch

Media planner: Sasha Macaulay

Media agency: Essence Mediacom

Production company: Somesuch

Director: Tajana Tokyo

DOP: Charlie Knight

Producer: Scarlett Anderson

Editor/s: Laura Cairney-Keize

Post-production company: Elmntl

Post-production producer: Rose Crisp/Belle McLeary

Grade: Company 3

Colourist: Steffan Perry

Sound studio: King Lear

Sound engineer: Ned Sisson

Music track: NEONE The Wonderer, Hali Ray ‘RagJazz (UK Funky Remix)’

Music composer: Nathan Lawrence / Halima Farquharson

Music supervisor: Daniel Olaifa

Music company: Black Sheep Music

F&F Head of Marketing: Claire English

F&F Head of Design: Ben Lee

F&F Shoot Production & Content Manager: Ruby Spencer

F&F Shoot Production & Content Executive: Hilary Adams

F&F Campaign & Online Manager: Emily Tulett

F&F Brand & Proposition Manager: Katie Langdon