Matalan has launched its new brand campaign with a 60-second film called 'Forever Spring'.
The spot showcases the retailer's spring collection by showing an everyday park scene which turns into an infinite catwalk.
The ad was directed by Scott Lyon from Outsider Films and is part of a wider campaign created by London agency BBH.
Media planning and buying was by by Feather Brooksbank.
It is soundtracked by the Crystal Fighters song 'Plage' which is being given away as a free download on the Matalan website.
“We wanted to break with the conventions set by modern fashion brands and create something that's unique for Matalan. We set out to make a fashion film that not only stands out, but gives the audience something new to spot each time they view it,” said BBH creatives Richard McGrann and Andy Clough.
The campaign includes a second film which will air in the summer and a national print campaign which runs from this month.