GoSee CREATIVES TO WATCH : FREEMANS presents the F/W 2024 campaign with singer Sophie Ellis-Bextor, created by Loren Cook, Creative Director at MullenLowe UK
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Star of the new FREEMANS campaign with the promising title ‘Sophie and the Style Squad’ is the singer we all know and love from ‘Murder On The Dancefloor’ – Sophie Ellis-Bextor. The 30-second film by Director Ozzie Pullin was created by MullenLowe. Featured in the spot is Ellis-Bextor’s new dance-pop single ‘Freedom Of The Night’ from her 8th solo album due to release this fall.
“Sophie Ellis Bextor has unparalleled style, and her sense of fun and down-to-earth nature made for an incredible shoot. We couldn’t have wished for a better face for Freemans. Her new track from her forthcoming album features across all of the work, and it’s been stuck in my head for weeks, a sure-fire smash hit,” Loren Cook, Creative Director of MullenLowe UK, tells GoSee.
“I remember Freemans was one of the first places that I saw fashion everyone could access – which ignited a passion that I hold today. Fashion, for me, should be fun, and I think that’s exactly what we show with the TV ad,” says Sophie Ellis-Bextor.
Across social and digital channels, the singer is joined by Freemans’ Style Squad – a collection of stylist influencers offering style tips and advice with Sophie in videos like ‘Get Ready with Me’ and ‘Ask Me Anything’, should customers need a few pointers.
The 119-year-old retailer has been focusing on transforming into a digital pure play – occupying the online department store space. Ellis-Bextor is the face of the renewed strategy for this season. Alongside YouTube, Meta and Pinterest, Freemans is trialing TikTok video shopping ads for the first time.
At MullenLowe London, Creative Director Loren Cook is responsible for the digital transformation of the British fashion retailer. With plenty of charm, she translates her innovative vision into global advertising campaigns for her clients. Known for her authentic and straightforward style, Loren combines humor, passion, and inclusivity in her work.
Together with her co-worker Bronwyn Sweeney, Loren Cook has been instrumental in crafting campaigns for big brands such as Dunelm, sloggi, Bayer, and Unilever. Particularly important matters for Loren are inclusivity and promoting young talent in the industry. In 2020, she was awarded for her achievements at Campaign’s Inspiring Women Awards, known back then as the Female Frontier Awards. Plus, Loren is a passionate photographer and an active supporter of the next generation of creative minds.
Find out more about the agency and the campaign via mullenloweglobal.com
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