As video is becoming more and more prevalent fashion firms have been aiming to leverage their ad campaigns turning behind-the-scene footage into featurettes. Often the result is a choppy video that feels as though it was pulled together as a YouTube filler after-thought.

Guess’ fall 2014 featurette of their ad campaign is a delightful antidote to mundane and with a well conceived back-story of a band stranded off the beaten path in Nashville. Along the way the trio of girl country singers and their manager come across a fellow country singer ‘Billy Ray Boots’, and antics ensue from bar hopping to bowling alleys.

Credit goes to Paul Marciano and Ellen von Unwerth for conceiving a story first to frame the campaign around. The result, outside of the print campaign, is an upbeat minute long short, plus a 3-minute video of behind-the-scenes that breaks the b-t-s barrier. It doesn’t bore. Sure the cast tips their hat in respect to Paul & Ellen, but it’s sincere. Other brands would be wise to get off the path and see where a breakdown could lead them.

Behind-the-Scenes featurette

Creative Director | Paul Marciano
Photographer/Director | Ellen von Unwerth
Stylist | Veronique Droulez
Hair | Samantha Hillerby
Makeup | Morgane Martini
Models | Bojana Krsmanovic, Gigi Hadid, Samantha Hoopes, Yara Khmidan, Silviu Tolu, & Nick Fouquet