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Pretty Little Thing shoots ‘The Escape’ summer campaign entirely using a drone

Sadiyah Ismailjee
02 July 2020

Fast-fashion e-tailer, PrettyLittleThing has collaborated with Australian-based creative agency, Komodo, to shoot its new campaign entirely using drones, marking the future of fashion shoots in a COVID-19 world.

Komodo is a 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 during the Coronavirus pandemic.

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.

The coronavirus pandemic has led to brands needing to find new creative ways in order to reach their customers, due to travel restrictions and social distancing rules traditional fashion shoots have not been able to proceed.

The campaign was shot on New South Wales in Australia. Pretty Little Thing explained that they choose the southern hemisphere country as it has been successful in flattening the coronavirus pandemic curve, which has meant that it has eased restrictions ahead of most major countries.

The campaign features some of Australia’s best-known models and influencers including Samantha Rayner, Kaela Tavares, Ashleigh Menin, Ariella Nyssa, Vakoo and Bruna Lapinskas.

CEO and Founder of PrettyLittleThing, Umar Kamani: “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 team's dedication to producing 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 who took part in the revolutionary campaign said: “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 PrettyLittleThing 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!”

Founder of Komodo, Nick Seymour added: “We at Komodo are stoked that PrettyLittleThing 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.”

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