Overview
Gibson Guitars partnered with Gambit Bar to create 'UP NEXT' that gives emerging artists a professional platform to perform. Instruments are supplied by Gibson with Johnnie Walker as drinks sponsor. The night was headlined by Foreign Affairs, a Bristol-based band known for their blues-infused sound with a modern, energetic edge, performing on Gibson guitars.
DO CULTURE was commissioned to create a premium aftermovie and event photography that captured the atmosphere, the band's performance, the venue's character, and the partner products. The content needed to work across both Gambit's and Gibson's social media platforms while showcasing the authentic energy of the collaboration.
Our Approach
We adopted a slower, more contemplative approach to the storytelling, allowing the narrative to breathe and adapt to the evolving ways audiences engage with content. The pacing reflects the significance of the moment and gives weight to the cultural importance of this partnership.
Our interview questions were structured to guide Foday through the different stages of the launch experience – from his initial reaction seeing the collection in-store to witnessing the mural come to life on Brick Lane. We focused on experiential and emotional responses rather than purely informational content.
Through our choice of locations and shots, we wanted to capture the essence of both brands coming together visually. John Lewis's iconic, traditional London heritage blends with LABRUM's West African influences, as seen in the patterns, textures, and the vibrant mural being painted. These elements combine to build a cohesive visual narrative around cultural pride, heritage, and the power of meaningful collaboration.
What we delivered:
- 1:00 campaign film featuring launch highlights and narrative commentary
- End-to-end production: concept development, direction, on-site production management, interviewing, and editing
Production team: Director, Producer, Cam Op, Interviewer, Editor
The Result
A premium, cinematic aftermovie that captures both the energy of the night and the essence of Gambit Bar's atmosphere. The film takes viewers on a seamless journey through different aspects of the venue and evening, showcasing the artists, Gibson and Jonny Walker products in a way that feels authentic rather than promotional.
The content successfully bridges hospitality, music, and brand partnerships, showing how live music, quality drinks, and craftsmanship come together to create memorable experiences.
Credits
Director: Oli Crossland
Producer: Dafs James, Diya Okorie
Videographer: Oli Crossland
Photographer: Maxim Adejumo
