Martijn, the commercial came together in a very special way—can you tell us a bit more about it?
“Earlier this year we went to Valencia to promote our spring collection. That was a first for Suitable, as it was the first time we travelled so far for a photo shoot. During shoot days like these I always make short videos for our webshop, social media and the TV screens in our stores, to give an impression of the atmosphere or to highlight details. When we came back from the intensive trip, everyone was hugely enthusiastic about the footage. That's when the idea to turn it into a commercial was born.”
Why does Suitable choose to be visible on national television?
“Television is mainly intended to build brand awareness, trust and recognition. Even with all today's streaming services, TV is still an incredibly powerful and eye-catching medium. In addition, the commercial ties in with everything customers see from Suitable: from social media and the webshop to our stores and newsletters. That's how we build a recognisable brand step by step.”
How was this process different from the videos you make for our webshop?
“With social media posts you're much more flexible and have to be able to respond quickly to current events and trends. With a TV commercial, on the other hand, you work in much more detail. It's not just about whether it's a nice shot, but the overall picture has to be exactly right: from pace and music to the use of colour and atmosphere. With videos for social media it's actually fine if it looks a bit messy, because that makes it authentic. A commercial, on the other hand, has to look as sleek and polished as possible.”
What feeling or message did you want to convey, and how did you translate that into visuals?
“I always want my footage to come across as naturally as possible, so that people recognise themselves in it. For the trip to Valencia I had the theme 'city trip' in mind. Instead of separate shots randomly stuck together, I really wanted to tell a story. I wanted to inspire viewers so much that they can already picture themselves walking there. A commercial is often the first point of contact with Suitable. So it has to be immediately clear what the brand stands for: quality, style, accessibility and confidence.”
Big brands outsource commercial production to specialist agencies; what were the advantages of putting it together entirely in-house?
“Television is mainly intended to build brand awareness, trust and recognition. Even with all today's streaming services and social media, TV is still an incredibly powerful and eye-catching medium. In addition, the commercial ties in with everything customers see from Suitable: from social media and the webshop to our stores and newsletters. That's how we build a recognisable brand step by step.”
What were the biggest challenges for you?
“We didn't know in advance that we'd eventually turn the footage into a TV commercial. That made it a challenge to still create a smooth story from all those diverse shots. You want it to feel natural, even though the footage was shot at different times of the day.”
What creative choices did you make to ensure the individual film clips looked premium?
“A large part of the process revolved around colour grading. Colour is often underestimated, while it has an enormous influence on the mood of a film. In addition, I also had to carefully align the rhythm of the edits and small details, such as transitions. It's precisely those subtle elements, which most people barely notice, that ultimately make the difference. Even matching the ambient sounds to the location contributes to the experience. The right music, too, is hugely decisive for how the commercial is experienced by the viewer. It's precisely that combination that creates a premium feel.”
Which shot or detail is your favourite?
“That's definitely the shot where our model walks under an orange tree. The feeling, the surroundings and the atmosphere: everything is right in that one.”
What have you learned about yourself during this process?
“I've always considered storytelling important in my work, but during this process I noticed how much extra value I can get out of it. That really gives me energy. It was very special to see the commercial on television for the first time. We watched together at home and my father captured that moment. The pride and enthusiastic reactions from friends and family made it extra special. I won't forget that moment any time soon. It remains a special feeling, especially knowing that I was able to contribute to Suitable's very first commercial.”
So can we expect to see more Suitable commercials in the future?
“Absolutely. Commercials are more than a campaign for us; they really help us build the brand. Over the coming years we want to keep investing in powerful brand stories that inspire people and ensure that Suitable becomes top-of-mind when men think of fashion. This experience has certainly left us wanting more!”
