Yo’, DJs, check this out. Iconic retailer David Jones may be 177 years old and steeped in tradition, but they’ve just proved how hip and innovative they are, ditching their traditional TV ad for high-tech fashion beats. David Jones teamed up with music maestro Daniel Jones to create a music video and fashion spectacle in what is a first-of-its-kind campaign and collaboration.
Black and white with a dash of silver makes… #WeAreGolden, the new single by Daniel Johns, as featured in the David Jones fashion music clip.
DJ’s 2015 Spring/Summer campaign, called #ShotbySound, features Johns and his band playing Daniel’s new single ‘We Are Golden’ alongside David Jones Ambassadors Jessica Gomes and Montana Cox, with fashion models parading through while being caught on film. It’s not your typical music clip and fashion shoot though. A massive 42 customised cameras were set up in a studio on a rig. The cameras were triggered to ‘shoot’ by Daniel’s vocals and the band’s instruments, so with every sound of the live performance, an image of the fashion shoot was captured. The result? An eclectic video clip with pumping beats, hot fashion and cool vocals. The music clip showcases Aussie fashion labels Ginger & Smart, Camila & Marc, Rachel Gilbert, Ellery, Lover and Scanlon and Theodore, amongst other labels and has no doubt got the fashion designers pumped to be a part of the innovative campaign.
Behind the scenes with Daniel Johns
The campaign launched on the David Jones YouTube and will roll out across DJ’s website Twitter, Facebook and Instagram.