Creating Timeless Content for an Iconic Brand | Jigsaw
Chocolate Films produced a suite of video content for Jigsaw promoting their flagship store re-opening on social media.
Jigsaw x Chocolate Films
Chocolate Films was approached by a heritage brand, Jigsaw, to produce a series of videos for social media, sharing light on the design process and the incredible new flagship store in Kensington. We immediately jumped on the opportunity to create cinematic reels for an iconic British brand.
The Flagship Kensington Store
During pre-production, we mapped out what makes Jigsaw unique and how to tell a story of style and fashion in a short format accessible on Instagram and TikTok. We developed an elevated and elegant style, best suited for a timeless clothing brand. Among other objectives, Jigsaw wanted to showcase its particularly unique feature, the in-house atelier.
During preparation, we attended reccees of both the stunning flagship store and the headquarters in Richmond. We wanted it to stand out, and a set of cinema lenses and a recently released Canon C400, making sure we are getting high-quality 6K footage for later reframing for social media.
The Production Process
During production, we filmed dynamic visuals of the flagship store’s floral interior design elements. We focused on elegant shapes of flowers and natural textures to later cut them together with close-ups of high-quality fabrics in Jigsaw’s latest collection.
In the headquarters, we operated in a running, living-breathing design studio, where we had to get creative shots while not obstructing the work process.
We had to be extremely careful not to film any prototype designs or clothing pieces from future collections. Filming in a working studio poses challenges such as noise issues, but with careful planning, we managed to mitigate those risks and conducted a two-camera interview, capturing crisp audio.
Planning for Social Media
The content had to appeal to a younger audience, too, while reinforcing trust among the regular customers. Therefore, we opted for an informal, conversational style of interviews, sharing insights into what makes Jigsaw unique.
We captured delicate fabrics, the cutting and sawing process, and completed pieces ready to fit the flagship store. Every shot was planned for verticality and short form content in mind. From the store opening, interviews, and even product close-ups, we shot in portrait specifically because it was intended for social media.
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