From the moment we got the call from our friends at Meta about the new Farfetch Reels campaign we were instantly on board.
Our task would be to create a soundtrack to accompany brand reels that grabbed audience attention and cemented Farfetch’s position as the go-to for luxury fashion.
The process began with our facilitated briefing call, where we collaboratively built a brief together with the Farfetch and Meta project teams. We agreed the creative and strategic objectives, identified the target audience, and dialed in key elements of the soundtrack together. These insights were summarised in our Statement of Intent, capturing the aims of the original audio:
- to establish the Seen It Love It Want It Need It Farfetch It strapline as an audio asset in its own right (without it ever feeling try-hard or like a jingle)
- to embody people places and style in audio form
- to feel raw, real, unexpected, effortless and importantly – ownable
The audio would be created first, which would then drive the content edits. But we used the newly-filmed RAWs to drive inspiration for our ideas. These images celebrated eclectic authenticity, individuality and originality, whilst being unmistakably in-step with New York street style. The role of original audio would be to capture this heady cocktail, balancing energy and attitude with the effortless understatement befitting a luxury fashion brand.
Creative Director Paul got to work developing four concepts at the V1 stage, all of which approached the brief in unexpected and surprising ways. Each one took a different sonic direction, inspired by the visuals and rhythmically driven by the Seen It…. strapline. The range of concepts ranged from New York’s heritage of industrial electronic music, through East Coast hip-hop and breaks to an understated culture clash of analogue synths and 40s Bebop.
The response to all the initial ideas was overwhelmingly positive! The brand team’s preferred route was L.E.S – an eclectic collage of real-world diegetic neighbourhood sounds (that we’d ourselves recorded on various New York trips between 2001-2010) and beats, creating a crash-cut audio footprint that underlies the city that never sleeps….
Senior Head of Brand Content // Farfetch
In response to clear consolidated team feedback we refined the detailed blend of the city sounds and the various Seen It… vocal lines, resulting in a deceptively simple but unignorable soundtrack that mirrored the pulse of New York life and set up the perfect sonic framework to cut the visuals to.
Check out the finished content here….
