Mulberry unveils latest line with floating dream ad
Women's fashion brand Mulberry has unveiled its latest line of bags with a dream-sequence commercial that likens the garments to cloud-like softness.
Mulberry Softie
The 37-second ad was directed by Joshua Stocker to launch the white Mulberry Softie. It features a young woman - dressed in white to match the bag she is carrying. She gets transported to a dreamy world where she tumbles through the clouds before landing back on her quilt-like bag.
Fall for the pillowy #MulberrySoftie in optic white.
Discover the campaign film, starring Pasha Harulia and directed by Joshua Stocker.
Explore more: https://t.co/qQdDPqHfGQ pic.twitter.com/iYQryX2K4X
— Mulberry (@MulberryEngland) June 13, 2022
The campaign was developed by the creative agency Above+Beyond and produced by Collective Studios, the in-house studio of The Beyond Collective with post-production through No.8. The campaign launches in the UK, the US, Korea, China and Japan on June 13 and runs across social - including TikTok, digital, in-store and CRM.
Dom Goldman, chief creative officer at Above+Beyond said: “It’s been a privilege to collaborate with such an iconic British brand, partnering to create a campaign that feels truly modern within the luxury category. The films have been designed to be social first, with carefully crafted 9x16 formats. A rich sense of escape from a familiar hectic world, into an abstract ethereal softness - we could all do with some of that these days.”