We live in a day where video content is now one of the most powerful creative mediums. Video has the ability to captivate and inspire an audience with visuals, sounds, movement, and color the way very few other sources can.

For fashion-based brands and startups, creating a memorable video marketing strategy can be time-consuming and sometimes costly, but when the outcome is as valuable as the one videos create it’s well worth the investment.

Still frame | Pete Huntington

Brands are investing in video content, as this is how they are able to reach out to their audience. They aren’t just focusing on fashion films; it’s more about having content adaptable and shareable across different platforms.

When creating a strategy for video content and brand marketing there are a number of different factors to consider: the type of content you want to produce, what your audience is interested in, how will it be shot and edited, and, of course, where that content will live.

It’s more about having content adaptable and shareable across different platforms.

When I first started working with this medium people were still unsure as to what a fashion film was, but the assumption was that a fashion brand or label had to be involved. Now, anything with a strong aesthetic can fall under this term, whether it’s music or dance-focused, is more experimental or has a strong linear narrative.


What tends to happen is that once a video gets made, it gets published online but the exposure is limited. And it’s a great shame, because there’s so much good stuff out there that simply gets drowned among the huge amount of video content that gets uploaded every day. Hence why I figured it would be important to create a figure focusing on the distribution of said content, so that it can be shared across a number of publications and platforms once it’s launched.

It’s always best to have an idea in mind of how much you would like to invest when you approach them, also outlining what assets you are able to offer (models, make-up artists, feature on a specific publication) etc. Keep in mind that directors are likely to receive a great number of messages asking for a lot with no budget, so I always suggest to be considered, respectful and concise.


Rock solid elegance

Artisan Brand

Pete Huntington