We sat down with the Creative Director of I Heart Studios, Martin Winslade yesterday to talk about their most recent takeover of the Shoreditch Art Wall. The creative for Underated went live yesterday so head to Shoreditch and see it in the flesh. Tweet your pictures if you stop by with #iheartcreates.
Tell me about I Heart Studios?
We are a new type of digital content studio - dedicated to the fashion industry, and born out of the digital era. Digital has changed everything in terms of how much content brands need and how they need that content delivered, and we have shaped I Heart to meet these needs. We started in 2008, and now we are significant the market - with 24 studio sets and a team of 100+.
So. what did I Heart want to achieve with this campaign?
Ultimately we wanted to demonstrate we understand clients and can bring their brands and products to life through great images. In more practical terms, we are opening a new set of creative studio suites in the next month and we wanted to showcase our creative work across a selection of shoot types - editorial, conceptual product shots and campaign.
Why the Shoreditch Art Wall - why did this space appeal to you?
I think it lends itself to creative art projects rather than regular advertising imagery - and that is how we see this activity - as an art project. And the location is great - in the right part of town for us.
What made you choose the partners you worked with?
We love working with brands that are innovative and ambitious - as this means there is something about those brands and collections that we can really work with and project. So we feel each of the brands and partners we have worked with fit this criteria. We also worked with partners that believed in this project, and what we wanted to achieve through conceptual and interesting creative.
How did you consider the location and Shoreditch Art Wall space in your creative execution?
There is something about the Shoreditch Art Wall that really interacts with the street scene. Perhaps its the scale and the fact it feels accessible from street level. Because of this we wanted our images to feel like they were engaging with passers by - almost looking them in the eye. Each of the four creative concepts have a directness to them - as if they are challenging the passers by to engage with them.
What next for I Heart?
We want to change the whole studio market! We honestly believe the industry needs a new type of digital content studio and a better service from studios. We are opening a new set of creative studio suites at our home in Bermondsey in March 2014, to work alongside our 17K sq. ft studio for product shoots, and we want to build stronger relationships with more brands to enhance their online content.
