Elliott Label asked SHOTCUT to develop a campaign film featuring Mimi Elashiry & Darcy Dineen. There needed to be focus on the different pieces of clothing in this particular collection, however as the photography part of the shoot was to take place in a bare studio, it was essential for the concept to have it's own personality and not simply look like a digital lookbook. In addition, we were also asked to create something that could be incorporated into Instagram use, as Mimi had over 750k followers.














Elliott Label.

"Mimi & Darcy" Campaign Film.














What do you get when you cross Calvin Klein with the Black Keys? Our aim was to blend the stunning & soft features of model Mimi with the grungy & edgy feel of the brand. Shot much like the 90s Calvin campaigns, the music choice is what needed to give the campaign a personality of its own that worked in harmony with the branding of the label. SHOTCUT created 1 main edit for website, digital & Facebook use, as well as 2 edits specifically optimised for Instagram. Mimi received over 12.5k likes from one post of the Instagram edit online.