Police are an Italian fashion brand with a range of products including sunglasses, fragrances, watches, jewellery and clothes. How many brands could name Bruce Willis, George Clooney, David Beckham and Neymar Jr as their brand ambassadors?!
The brand position of Police is bold and rebellious with an emphasis on individuality, being different, none conformist.
We worked on the My Game, My Rules campaign running in Q3 and Q4. This was a TV campaign being supplemented by digital outdoor, all produced by Koala.
To capture the spirit of the brand we chose a motion graphics animation as the direction. Our artists painstakingly cut out watch hands, recreated watch faces and worked tirelessly to animate the watches into a rhythm. This was laid down over a rock drum and bass track with a killer voice-over strapline to tie it all together.