Australian based creative agency, Komodo, have successfully conceptualised, pitched and shot the world’s first global fashion campaign shot entirely on drone with fashion giant PrettyLittleThing.
Komodo is the global market leader in content creation and influencer marketing. The multi-award winning agency specialises in content creation and travel and is leading the way in innovation in these difficult times. With the current climate as it is due to COVID-19 and Australia boasting one of the most successful flattening of the curves and therefore a relaxation in restrictions, Komodo saw the unique opportunity to pitch for the global campaign to be shot here.
Komodo came up with the concept of shooting the new PrettyLittleThing campaign entirely on drones, to ensure that social distancing rules are adhered to. The campaign is the first of its kind for a major fashion brand globally, in the fact that it was shot entirely using drone. The limited crew and hair and make up artists wore face masks and each of the models were shot individually in areas of isolation. Due to travel restrictions, the shoot locations were all in NSW and were chosen due to the ease of social distancing; the locations were Fingal Bay, Stockton Sand Dunes and Carriageworks in the city.
The models were some of Australia’s best known and diverse influencers; Samantha Rayner, Vakoo, Kaela Tavares, Bruna Lapinskas, Ashleigh Menin and Ariella Nyssa all feature, as PrettyLittleThing embrace all shapes, sizes and ethnicities and wanted a diverse range of models for their EveryBODYinPLT campaign.
The ground breaking campaign utilising drones, led to stunning imagery of both the models and the locations with sweeping shots of the stunning Australian back drops for a campaign that will be shown across the globe, encouraging international tourists to visit once restrictions are lifted as well as showcasing that Australia is open for business, encouraging other global brands to shoot in Australia during these challenging times.
Owner of PrettyLittleThing, Umar Kamani said of the campaign: “I am really excited to be launching this campaign with We Are Komodo. In light of the COVID crisis we as a brand have had to adapt to new ways of working and for myself and our team to be the first fast fashion retailer to shoot solely on a drone proves why PrettyLittleThing are always at the forefront of the industry.
“Our EveryBODYinPLT campaign has been extremely successful since launching in 2018 and we are proud to be working with some incredible talent and showcasing different sizes and ethnicities in this global campaign. We want everyone to feel good in their own skin and bodies, to feel confident and empowered no matter your shape, size, ethnicity or status.”
“The models and Komodo team have been fantastic to work with and given the social distancing restrictions being relaxed in Australia before anywhere else this was the perfect setting for us. The teams dedication to produce this campaign during a very difficult time has allowed us to give our customers a new creative in a non-traditional sense which is what is so important to us as a lifestyle brand – producing new and engaging content across all of our platforms.”
Model Samantha Rayner was thrilled to be part of this revolutionary campaign: “It was an amazing campaign to involved in, during these uncertain times, it was so encouraging to see Komodo and a huge global brand like Pretty Little Thing working to ensure we felt safe and were adhering to the strict rules. Shooting with a drone was so different to a traditional shoot with us models having to hold each pose for an extended period of time so the drone can focus. It was certainly different to shooting in my living room which was beginning to feel like the norm. I am so proud of the campaign and can’t wait for the world to see it!”
Co-Founder of Komodo, Nick Seymour says of the campaign: “We at Komodo are stoked that Pretty Little Thing decided to work with us on this revolutionary campaign. Our mantra is ‘Never Do Normal’ and we are always looking for innovative ways to inspire our clients and this was a great opportunity to do something different. The final result is epic and we are so proud of it! Australia is such a stunning backdrop for global campaigns and it’s incredible to shine a spotlight on how versatile it can be by bringing one of the world’s largest online retailers to our shores for a global campaign.”