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12 April 2019

Here comes the summer

by Syd Briscoe

Superdry: “Summer or Nothing” - 60s

Keen to draw a line under their recent boardroom dispute, Superdry look to summer with this slick commercial dedicated to the business of leisure. Directed by Radical Friend, the film follows a gaggle of stylish young people as they go about their day in relaxed fashion - from waking up with the sun to frolicking on a beach.

Measured VFX work adds considerable sheen to the proposition, as flashes of graphics and animation give things a pleasantly surreal vibe. From screen distortion to a colour-changing car, it's an extra layer of fun which elevates the caper squarely into the realm of cool. Shrewd use of the brand's Japanese iconography, too.

Creative Agency: Mother Ⓟ Ⓦ
Creative Director: Victoria Daltrey / William Bingham
Creative: Dom Nazeri / Julia Oliphant
Agency Producer: Jenny Fan
Film Production: Partizan Ⓟ Ⓦ
Director: Radical Friend Ⓦ
Producer: Jason Oakley
Post Production: Lydia Evitt @ Coffee & TV Ⓟ Ⓦ
VFX: Coffee & TV Ⓟ Ⓦ
Colourist: Simona Cristea @ Coffee & TV Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Music Supervision: theodore Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.