Artefact for Carlsberg
Unfiltered – 2018 Campaign
Back in 2018 I received a phone call from Fold7 marketing agency with a request: Mads Mikkelsen urgently needed his old teal corduroy suit replaced with a like for like one. Same teal corduroy cloth, same design details. It had to be finished within two weeks in time for filming the new Carlsberg ‘Unfiltered’ campaign .
Whilst the timeline was tight, we could still make it happen. The complication was that the actor himself was on shoot in Canada and unavailable to have measurements taken. I had to find a way to make a perfectly fitting garment without in person measurements.
I requested Mads’s body measurements from his personal stylist, along with photos of him wearing his old corduroy suit. I also asked for the old suit to be shipped to the Artefact studio for closer examination.
From the photos it appeared the old suit was running tight across the chest; the wear and tear along the shoulder blades, trouser seams suggested more space was needed across the back, in the seat and thighs. I measured the old suit and amended the measurements according to my observations of wear & tear.
The suit was finished one day prior to the Fold7 team traveling to the shoot.
Need I say I love the commercial?🙂
The Lake – 2019 Campaign
Fast forward comes 2019. Phone call from Fold7. Urgent. Next Carlsberg commercial ”The Lake” was being filmed in Copenhagen in 12 days. Need a backup suit in case the one we made in 2018 gets wet.
Previous measurements worked well. New complication: the cloth we previously used is out of stock. We have not a single hour to spare. The shoot commences in less than 2 weeks. I am boarding a plane as I discuss all of this with Michelle from Fold7 and will be offline for the rest of the day. As I fasten my seat belt, I am calling my Savile Row cloth suppliers Holland & Sherry, Scabal. Help! Deliver cloth samples to Michelle as a matter of urgency, we need to have the cloth sourced by the time I land in London.
As the plane is taxing in Heathrow I am checking my emails – the cloth has been selected and shipped to the workshop to commence work.
On the morning of the shoot the suit arrives in Copenhagen. Uffff, not a single hour to spare for a mistake.
And once again, amazing job Fold7! I watched this campaign a dozen times. Probably.