Video · 2026
The Making of the Landowner Fishtail Parka
A behind-the-scenes film following the Landowner Fishtail Parka from first concept to finished garment.
Overview
- Client
- John Partridge
- Discipline
- Video
- Year
- 2026
John Partridge wanted the story behind one garment told properly. We spent the day in the workroom with the people who make the Landowner Fishtail Parka, following it from pattern and cloth through to the finished coat on the stand. A film that sells the craft rather than the price.
The challenge
Heritage outerwear is easy to photograph and hard to explain. A packshot shows you a navy parka; it doesn't show you why it costs what it costs. The job was to make the detail legible: the stitch, the wax, the hardware, the hands. All of it without turning the thing into a factory documentary.
Our approach
- Built the film around the making itself, so the product arrives as the payoff rather than the premise
- Shot close and slow on the details (needle, seam, zip, cuff) and cut wide only to let the room breathe
- Kept the sound design honest: machines, cloth and the workroom, not a library track pretending to be one
- Graded warm and low-contrast to match the cloth, and framed every set-up for both landscape and vertical from the start
Deliverables
- Behind-the-scenes brand film
- Vertical social cutdowns
- Stills pulled from motion
- Captioned and sound-off variants
Gallery
A few frames from the shoot and the finished set.
Results
The film gives the parka a story that travels on the product page, in email and across social. The same day on location produced the short-form set that carried the launch.
