Creative agency Graft sign new director Bexy Cameron, kicking off Lee Cooper’s AW19 campaign. The AW19 campaign titled ‘True London Blues’ features contemporary dancer Renee Stewart and Peaky Blinder's Harry Kirton floating over London’s rooftops. And if that wasn’t enough, the music is scored and performed by the iconic Boy George.
Director: Bexy Cameron c/o THE GRAFT
Client: Lee Cooper
Production: The Graft
Creative Director: Glenn Kitson
Producer: Tedi de Jasay
Music: Boy George
Styling: Holly Mcdonald
Press: Beverley Luckings PR Limited
Model: Renee Stewart
Model2: Harry Kirton
Photographer: Vic Lentaigne
Drone: Barney Clark
Styling Assistant: Frankie Knoller
Creative agency GRAFT signs new Director Bexy Cameron, kicking off LEE COOPER’s F/W '19 campaign. Graft’s new signing Bexy Cameron arrives in sensational style directing her new film for British denim brand, LEE COOPER. The F/W '19 campaign entitled ‘True London Blues’ features contemporary dancer Renee Stewart and Peaky Blinders’* Harry Kirton floating over London’s rooftops. And if that weren’t enough, the music is scored and performed by the iconic Boy George. The global campaign is produced by The Rig Out, a full-service creative studio, with creative direction executive production from Glenn Kitson, and it was their most challenging creative to date.
Bexy’s filmmaking spans the realm of art, fashion and music with a stellar roster of leading brands under her belt, including Nike, Airbnb, Adidas, Fila, YouTube, Google, and Channel 4. This is Bexy’s second campaign for Lee Cooper and proof of her artistic talents.
THE GRAFT : “From shooting for Fila on F1 race courses in Valencia to shutting down the Louvre for 24 hours on behalf of Airbnb or her up-and-coming work in the fields of Indonesia for Unilever, we are excited to see where Bexy’s directing takes her next. This campaign was both challenging and rewarding – Renee and Harry really pushed themselves to get what we needed – both emotionally and psychically. From leaping through the air on trampolines for hours on end to diving off walls six stories high – it was a pretty epic shoot."
BEXY CAMERON : “It’s a gift when you are able to not only direct but also conceptualize what you direct – and that’s why this job was a total gift. Being able to see something through from the first sketch or thought to seeing it on the screen is rare. It was important for this spot to not only have artistic and emotional qualities, it also needed meaning and authentic ties to Lee Cooper’s heritage – which is why we shot on the Truman Brewery. The piece is not only a love affair between our protagonists but also London itself.”
About – BEXY CAMERON. From branded content and commercials to documentaries and short films, Bexy’s work offers an eye on identity, global issues, insights on youth culture, and an authentic voice for brands to connect to big audiences. She has directed films in Europe, the US and Asia, and has worked in the worlds of art, fashion and music as well as for global brands, including Nike, Adidas, Converse, YouTube, Google, and Channel 4. Her documentary work includes writing and conceptualizing a Channel 4 series as well as films investigating religious cults, fan culture, gender, female empowerment, youth culture, and the music industry. She regularly does talks on the future of content and youth culture (ITV, Soho House, YMS, The Roundhouse). She recently helped Warners create their youth content proposition and has worked with some of the biggest agencies to strategize their content offering. She works with YouTube to teach brand teams – including Coca-Cola, Guinness, Turkish Airlines, Danone, ASOS, and Topman – how to create brand series and branded content.
About – PEAKY BLINDERS. The BBC television drama series Peaky Blinders, starring Cillian Murphy, Sam Neill and Helen McCrory premiered in October, 2013. It presents a fictional story in which the Peaky Blinders contend in the underworld with the Birmingham Boys and the Sabini gang and follows a single fictional gang based in post-World War I Birmingham’s Small Heath area. The gang had houses located everywhere around Birmingham, ranging from Longbridge to Sutton Coldfield. Many of the show’s exteriors have been filmed on location at the Black Country Living Museum.
About – LEE COOPER. Lee Cooper Brand is an English clothing company, operating worldwide, that licenses the sale of many Lee Cooper-branded items, including denim jeans. The head office is located in London, England. The company originally produced workwear for export, and began to specialize in denim jackets and trousers in the 1930s. In 2013, Iconix Brand Group acquired Lee Cooper from Sun Capital Partners. leecooper.com