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By Natalie Mortimer, N/A

March 4, 2016 | 2 min read

Sir John Hegarty's media and tech start up The Garage Soho has launched its first ever campaign for a new men's shopping concept named The Chapar.

Heggarty wrote the campaign and worked alongside his son director Elliot Hegarty on a 60-second brand creative and a selection of 10-second stings. It will be launched exclusively on cinema, through a partnership with Digital Cinema Media (DCM) and Picturehouse Cinemas.

The Chapar has been developed to redefine how men purchase fashion, creating an alternative to the high street with the help of a personal stylist. After curating a selection of premium items to suit the shopper’s own personal taste and body shape, The Chapar then delivers a bespoke ‘trunk’ direct to their home or office.

The humorous ad uses comedy to reinforce the 'torture' that most men endure while shopping on the high street.

Sir John Hegarty, creative founder, The Garage Soho, said: “The Chapar is a really exciting new shopping concept and it was fantastic to be able to work with Elliot alongside Elis James and Lloyd Griffith, our two up-and-coming comedic actors, introduced to us by Royle Productions. It was also a pleasure to be reunited with Frances Royle (former head of production at BBH) whose expertise and talented team helped us to deliver a fantastically executed film.”

The Garage Soho partnered with Royle Productions for the campaign launch, who took on both the agency and production company roles.

the Garage Soho Sir John Hegarty

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