Producing the "What’s Your Size?" Global Campaign: A Production Case Study
Surge Films
Northern Artillery’s creative brief for the "What's Your Size?" campaign for SIZE? centered on a vibrant, high-energy aesthetic that celebrated individuality and summer style. The objective was to create a cohesive visual language that could live across digital, social, and in-store displays in every European country where Size? has a presence.
Surge Films stepped in to provide the practical production framework.
Our role was to ensure that the stylistic DNA provided by Northern Artillery was meticulously maintained while managing the complexities of production.
Key Production Pillars
Surge Films managed the end-to-end service production, focusing on four primary areas:
Crewing: Assembling a top-tier "crew on the ground," lighting technicians, hair/makeup artists, grips and other crew capable of delivering a high-fashion finish.
Location Scouting: Sourcing locations that reflected the urban, summer-ready vibe essential to the Size? brand identity.
Set Design & Build: For the more controlled environments, Surge oversaw the setup of custom sets tailored to the specific dimensions and lighting needs of the campaign's sneakers and apparel.
Logistics: Managing the "regular tasks" of production, from permits and equipment rentals to on-set catering, ensuring the creative team could focus entirely on the content.
From Set to Store: The Results
The collaboration resulted in a comprehensive suite of stills and video assets. The video content utilized fast-paced editing and dynamic camera movements to capture the "What's Your Size?" spirit, while the photography provided the high-resolution detail needed for large-format in-store graphics.
A Pan-European Rollout
Because Size? operates as a premier destination for streetwear across the continent, the content had to be versatile. Surge ensured that the deliverables met the technical specifications for a wide range of outputs:
In-Store Displays: High-impact visuals for stores in major hubs like London, Paris, and Amsterdam.
Digital Platforms: Short-form video optimized for social media engagement.
Global Summer Aesthetic: A unified look that felt relevant to diverse markets while staying true to the central campaign theme.
