Roux is a fashion label inspired by people and places. A brand for those who don’t follow, a brand for those who carve their own path. Creative director and founder Greg White has embraced social media and was keen to generate content that was an ideal format and length to share on social platforms.

The films produced were portraits of people that inspired the brand and identified with their ethos’s. These films are unusual due to their use of minimal cuts and no music. Ambient sound and at times abstract visuals reinforce the urban landscape that Roux holds so key to its brand identity.

Short 2 second versions were released as teasers in the run up to release of the full 6 second versions via Instagram and Twitter. Rather than simply upload web versions to Instagram, we rendered special Instagram ready versions which utilised the full frame of Instagram’s feed. Innovative, creative and on brand!

“As part of the launch for our clothing label Roux, we were looking to produce various teasers and full promo campaign based around our brand statement of ‘Carve Your Own’. Centred around three individuals of varying disciplines (a drummer, a free runner and DJ), the campaign was to focus on the unique qualities of these individuals and in turn highlight how they embody the Carve Your Own ethos.

Atmotion were involved from the outset offering invaluable advice on technical and equipment requirements, creative input on shoot day through to the full post production of the campaign. From the shoot we produced campaign stills, multiple teaser spots and of course full length master promos for each individual all of which have been utilised across multiple platforms including social media and online editorial. At Motion’s input and involvement was invaluable and we very much look forward to working together again int he near future.”