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American footwear brand G.H. Bass decided to jump the pond for their Fall 2018 creative this season enlisting Rankin’s The Full Service agency to help them find their footing. The result was a straight forward campaign complete with stills, film and gifs that put a bit of pep in their step.

It was fantastic to work with such a cool brand. They’re a truly classic piece of fashion, and with this in mind we decided to go super simple with the narrative. We didn’t want to overcomplicate it, we wanted to let the shoes and the cast do the talking.

– Russell Weaver, Creative Director of The Full Service

The Full Service’s Creative Director, Russell Weaver, teamed with photographer Tom Hoops and director 
Jasper Cable-Alexander to film models Antonio Russo, Andrea Zellatta, Claudia Gould play mod-squad with G.H. Bass’s preppy basics. The campaign has just the right amount of materials to go the distance of a season digitally playing with a broad mix of storytelling from street to studio and from color to black and white.

Nothing wrong with getting back to the basics to lay the foundational steps for the future.

Agency | The Full Service
Creative Director | Russell Weaver
Creative | Julia Salotti 
Photographer | Tom Hoops
Director | Jasper Cable-Alexander
Models | Antonio Russo, Andrea Zellatta, Claudia Gould
Stylist | Alice Burnfield
Hair | Sharmaine Cox
Makeup | Rhea Le Riche
Production Company | Rankin
Executive Producer | Katherine Pitman
Producer | Joshua Parsons
1st AD | John Robinson
Photo Assistant | Kevin Baker
Camera Assistant | Will Stuetz
Post Producer | Andrew Patrick