Rolling Wisdom
Introduction
Peace, Love, and Bowls.
The Universal Works Spring/Summer 2024 campaign was born out of a meaningful relationship that the brand has developed with the Gedling Indoor Bowls Club committee.
An integral part of the local community in Nottingham, the Gedling Indoor Bowls Club is more than just a sporting venue. It’s a beloved hangout for over 280 members, with many coming multiple times a week for a casual game of bowls or catching up with friends. The perfect shoot backdrop, the bowls club share a mutual love of community, and their members are as passionate about bowls as UW is about making nice clothes.
The Brief
Taking inspiration from the tagline ‘Sports and Social’, used across Universal Works’ collections, a game of indoor bowls became the basis for their new SS24 campaign.
The campaign would result in producing a short mood film and accompanying photo shoot, championing the careful and considered skilful approach to the game of bowls that their members employ, juxtaposed with a slightly rough and ready approach of the Universal Works crew.
We needed to effortlessly incorporate longtime club members into the campaign alongside the UW models, capturing the ambience of the space whilst observing the two teams going head to head.
The Output
The Gedling Indoor Bowls committee generously shared their Rolling Wisdom with us. The short mood film exhibits a strong sense of interaction and collaboration via a friendly game of indoor bowls, between two teams of people who might be somewhat unlikely to have come together otherwise.
We spent a full day shooting at the indoor bowls club, warmly welcomed by their passionate members and staff. With varying access to the rinks throughout the day, we had to weave shots between various league games that were taking place, which added a new dimension and change of pace to the footage we were capturing.
Not only did we get the opportunity to produce a beautiful short film and photo shoot, but we’ve been lucky enough to take away a strong relationship with all of the great members of the Bowls Club and a plethora of knowledge and new-found love for this fantastic sport.
