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2 November 2018

Spin doctors.

by Andrew MacGregor


Mainline Menswear: “Rotate” - 30s

Mainline's debut commercial finds the menswear retailer in a spin, albeit a stylish one. While a troop of blokes parade the brand's newest threads, the camera rotates as if caught in a spin cycle. Even if those who suffer from motion sickness won't thank them, director Justin Hackney and DP Ben Montgomery produce some neat transition shots with each turn.

It's a great device for capturing the audience's attention and showing off the clothes with neither aspect crowding out the other. Mad Cow worked direct with client on this one and it's further proof that this model can yield rich dividends for brands willing to embrace it.


Creative Agency: Mad Cow Ⓟ Ⓦ
Creative: Justin Hackney Ⓟ Ⓦ
Head of Content: Pernille Raven
Film Production: Mad Cow Ⓟ Ⓦ
Director: Justin Hackney Ⓟ Ⓦ
Producer: Harry Moore
Production M'ger: Jade Nimmo
Executive Producer: Pernille Raven
Cinematographer: Ben Montgomery
Editor: Lee Mitchell @ Mad Cow Ⓟ Ⓦ
Colourist: Jax Harney ♀ @ Cheat Ⓟ Ⓦ

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