Our brief in a summary:

Get fashion shoppers (millennials and Gen Zs) who are sceptical of what second hand shopping can do for their wardrobe collection ​to see Oxfam as an authority in fashion cycles , by showcasing the timelessness and expansiveness of Oxfam collection.

Be the nations’ first choice for second hand shopping and create enthusiasm for ‘old clothes’​

Drive traffic to online shop

Oxfam launched a stylish new campaign to celebrate its heritage in second-hand clothing and confirm its place at the forefront of this fast-growing market.

The film shows a young woman wondering what to wear for a night out, before she realises that Oxfam is the answer and takes to the catwalk in a succession of different outfits available from the charity.

The visually arresting advert uses a motion tracking VFX technique to alternate through different styles without the model breaking stride – showcasing Oxfam’s timeless styles through the decades. It ends with the line ‘75 Years of Second Hand Style'

The biggest challenge was executing the approach using a post-production tracking concept. With lots of tests and pre-production calls with the post-production house UNIT, Lucrecia decided to use a motion tracking VFX technique which was a super effective approach and use of budget to alternate through different garments and accessories without the model breaking stride – showcasing the brand’s timeless styles through the decades. Every look in the film was sourced by stylist Celia Arias from the Oxfam Online Shop and all were returned as purchasable stock, enabling us to maximise the budget with a range of visually striking outfits that added to the overall aesthetic of the film to execute the concept successfully.

Overall, the Oxfam film demonstrates creative use of budget because the team was able to deliver a high-quality film with limited resources. A testament to the resourcefulness and effectiveness of the creativity of the team.