The second TV advert I made with Boundary Outlet. The 2019 campaign had brought a younger crowd into the refurbished Colne store, and Boundary wanted to take the same approach to their other stores with a fresh advert. I produced it.
We kept the concept and added a narrative to pull viewers into the shopping experience. It mattered to Boundary that the advert represented their whole customer base – loyal older shoppers as well as the younger audience they were after – so we cast across a wide age range.
The shoot was staged in the Sheffield store to show off its top to bottom refit. The owner asked at the last minute for a third day in Colne, so we adjusted the creative and shot extra scenes there, which gave each store a regional version of the advert.
By the autumn of 2022 Boundary had put us on a retainer, and a Christmas advert followed in November: a simple DRTV storyboard of a couple shopping, shot in a day at Colne on a C70 and gimbal, shallow enough to hide the busyness of a working store. The one shoot covered all five stores, each with its own regional version and end line. Stills were shot alongside so the store teams could build ‘get the look’ displays from the same outfits.
