Overview
DO CULTURE was commissioned to create a narrative-driven launch film capturing this unique launch journey and the voice of Foday Dumbuya, founder and creative director of LABRUM. The goal was to gain a deeper understanding of what this second collection represents and explore the cultural significance of this evolving partnership.
The launch moment began at the John Lewis flagship store on Oxford Street, before London black taxis wrapped with John Lewis x LABRUM branding transported the teams to Brick Lane, where a mural featuring a model in Bowers & Wilkins headphones and pieces from the new collection was being created.
Impact
- Amplified LABRUM x John Lewis' partnership narrative across digital and social channels
- Facilitated collaborative posts between both brands
- Captured the authentic voice and vision of LABRUM's founder
- Created visual assets positioning LABRUM as a leader in contemporary design
- Showcased the new collection and strengthened brand alignment
- Positioned John Lewis as a forward-thinking retailer breaking cultural barriers in fashion
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
The launch film takes viewers through the different locations and stages of this unique launch moment. It's an authentic piece centred around Foday Dumbuya, capturing his initial reactions to seeing the new collection in store and telling a human-led story that celebrates LABRUM's community and the cultural significance of this collaboration.
The film showcases both the excitement of discovery and the deeper meaning behind this partnership, positioning it as more than just a commercial collaboration.
Credits
Director: Oli Crossland
Producer: Dafs James
Cam Op: Oli Crossland
Presenter/Interviewer: Diya Okorie
Editors: Oli Crossland, Elliot Gaynon
