Foxtrot - Launch Film
By Blue Vector
Client
Services
Project Description
Foxtrot; a chain of haunts for creative people and sub-cultures serving cocktails, food and coffee; was gearing up for a grand opening at Cyberhub, Gurugram. The wanted a communication to launch their somewhat esoteric positioning of being a high-brow creative melting pot in a market which understood only flashy overtones, heavy-handed Bollywood DJs and ‘ladies nights’. We employed the strategy of creating a sense of ownership and welcome among youngians looking for a place to belong (and chill). #ThisIsYours was born illustrating how we are a ‘come as you are’ establishment by creating an eclectic, colorful and musically charged film that was extensively loved.We took multiple creative as well as non-creative archetypes of people and shaped a quirky montage of these, illustrating how everyone is welcome and celebrated at Foxtrot. The characters in the films are genuine micro as well as macro influencers, well-established in domains such as art, music, poetry, graffiti, etc. (e.g. https://www.instagram.com/rodahiya/, https://www.instagram.com/sintanu/, https://www.instagram.com/poemsonmypalms/https://www.instagram.com/weeke… and more). The film was shot in one day on a shoestring budget and was kept to a length of just one minute for easy dispersion.
Foxtrot; a chain of haunts for creative people and sub-cultures serving cocktails, food and coffee; was gearing up for a grand opening at Cyberhub, Gurugram. The wanted a communication to launch their somewhat esoteric positioning of being a high-brow creative melting pot in a market which understood only flashy overtones, heavy-handed Bollywood DJs and ‘ladies nights’. We employed the strategy of creating a sense of ownership and welcome among youngians looking for a place to belong (and chill). #ThisIsYours was born illustrating how we are a ‘come as you are’ establishment by creating an eclectic, colorful and musically charged film that was extensively loved.We took multiple creative as well as non-creative archetypes of people and shaped a quirky montage of these, illustrating how everyone is welcome and celebrated at Foxtrot. The characters in the films are genuine micro as well as macro influencers, well-established in domains such as art, music, poetry, graffiti, etc. (e.g. https://www.instagram.com/rodahiya/, https://www.instagram.com/sintanu/, https://www.instagram.com/poemsonmypalms/https://www.instagram.com/weeke… and more). The film was shot in one day on a shoestring budget and was kept to a length of just one minute for easy dispersion.
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