Vertu for Bentley at Harrods
Elevating the Creative Narrative with digital media
Role: Motion Graphics Designer + Video Editor
Responsibilities: Further develop and pitch an enhanced in-store digital retail campaign for Vertu to improve brand visibility.
Platforms: In-store digital screen network
Software: Adobe Illustrator, Photoshop, After Effects, Media Encoder
Experience Harrods
As the world’s most famous department store and known for its unrivaled range of luxury products and myriad of departments, one of Harrods’ most renowned attributes is its unparalleled service and shopping experience. This goes beyond the shop floor to the creative service from the Harrods Media team. As part of the in-house creative production team, I collaboratively assisted clients in harnessing Harrods' dynamic media portfolio to drive brand visibility in store and ultimately retail sales. From in-store digital video and print screen networks, to the Harrods App, our mission was to always help brands push the boundaries with digital innovation for a more complete retail campaign and customer experience.
Digital Networks at Harrods
The digital media networks are located across key entry points of the store and in high footfall locations. The digital screens provide brands a high impact opportunity to target customers as they travel up and down the escalators and through a number of areas. The Door 10 Ground Floor entrance from Hans Road is featured in the above video from Harrods Media. With an average monthly footfall of 42,176 visitors, the opportunities to develop creative digital media that harnesses the network are almost endless.
Elevating brand media
High-end luxury brands almost always provide a creative that is thoughtfully composed. From highlighting the product to the copy, Vertu's handmade Signature Touch phone for Bentley sits incredibly well as a print advert. I took the proactive initiative to research how the brand could enhance their digital retail campaign by understanding the creative narrative of their partnership with Bentley Motors.
The Space
The large Door 10 Ground Floor media screens (pictured) allows for very creative messaging. A brand can use both screens individually and or in tandem. The opportunity existed to produce media in a manner where consumers could follow a visual narrative from screen to screen while entering Door 10 from Hans Road, while going up the escalators, and while walking across the store floor.
Engaging more customers with creative narratives
There was an incredibly harmonious partnership between Vertu and Bentley Motors. The quintessential British automaker who has a rich history of coachbuilt cars partnered perfectly with Vertu's craftsmanship for their new handmade luxury phone. After researching and understanding the similarities between both British brands, the Media Sales Team and I pitched a new retail advertising strategy to Vertu. Incorporating existing media from Vertu, I incorporated both Door 10 digital screens to portray the romance of Vertu and Bentley with the characters in the video. Not only do I use both screen individually to showcase different parts of the creative narrative, but also in tandem to engage audiences to follow from the left to the right screen. This vastly improves upon the initial static graphic provided by Vertu by not only showcasing their in-depth partnership with Bentley Motors, but also the suggested romantic creative narrative in 15 to 20 seconds.