Ad of the Day: Asos celebrates places, moments and objects behind latest fashion trends

In the spot, there are four clear trends that feature in the brand’s new collection: Night Shift, Stable Girl, Power Trip and On Campus.

Insight for the campaign stemmed from research that showed that almost 90% of Asos’s target market now looks beyond traditional sources such as catwalks and celebrities for fashion inspiration. This has shaped the new long-term platform that hopes to highlight the brand’s creative flex.

The 360 campaign consists of cinema, video-on-demand, out-of-home, social content, media partnerships, live events and a new visual identity.

Read our full interview with Asos and The Or to find out more about the making of this campaign.

Credits

The Or

Executive creative directors: Charlene Chandrasekaran, Dan Morris

Creatives: Sebastian Covino, Tom Snell, Dylan Hartigan, Jacob Hellström

Production partner: Metz ti Bryan

Senior producer: Georgina Moran

Producer: Jonjo Lowe

Strategy partner: Sarah Oberman

Senior strategists: Ayoade Bambgoye, Benedita Leitao

Managing partner: Paulo Salomao

Group brand directors: Mitch Lovich, Inês Rollason

Project manager: Moses Odubiyi

PR director: Hannah Currey

Asos

Executive vice-president, customer and marketing: Dan Elton

Head of global customer marketing: Livvy Thompson

Global marketing lead: Anita Hossain

Executive vice-president creative: Vanessa Spence

Studios director: Pete Davies

Head of creative studios: Tim Carey

Fashion lead: Liv Stoddart

Senior fashion editor: Ben Van Den Broek

Fashion assistants: Ellen Green, Olive Leitch, Grace Thompson

Head of social, talent & PR: Amy Norris

Social content creator: Lotte Williams

Talent lead: Ben Harris

Head of model and talent: Alex Cattel

Social support: Ellie Shillaker

Somesuch

Director: Duncan Loudon

Executive producer: Danielle Manca

Head of production: Georgina Fillmore

Producer: Andrew Rawson

Production manager: Beatrice Guistini

Production assistant: Jack Woodcraft

Talent coordinator: Abbey Valentine

1st assistant director: Clara Paris

Director of photography: Guiseppe Favale

Costume designer: Ellie Walker

Chief make-up artist: Jess Summer

Jinjo + Talent Talks

Co-founder and casting director: Alex Cowburn

Marsheen

Editor: Ben Crook

Etc

Colorist: Connor Coolbear

Creative Outpost

Senior sound designer: Alex Wilson-Thame

Senior VFX artist: James Cornwell

Music supervision: The Hogan

Stills Credits

Photographer at Kintzing: Jeff Hahn

Photo assistants: Torgeir Rorvik and Abbie Frisk

Photo agent: Charlotte Beardow

Social Credits

Social director: Mana Kimura-Anderson

MGFX: Christos Mavridis

Colorist: Ella Soryl