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British Fashion Council “Now in Soho” 2016

British Fashion Council “Now in Soho” (2016) is a British Fashion Council commercial directed by Chris Hugall, produced by Black Sheep Studios. It won one award: One Show 2016 Gold Pencil — Film.

This ad is an ode to the free-thinkers of Soho, London, a place of history, disbelief, and everything in between, where people live their dreams individually.

Video: British Fashion Council on YouTube

Shot by shot

  1. A close-up shot of a pub sign featuring a portrait of John Snow, hanging outside a building in Soho.© British Fashion Council0:05
  2. A stylish older man in a hat and glasses looks to the left, partially obscured by a red foreground element.© British Fashion Council0:14
  3. A person with a gold watch on their wrist is seen from the chest up, flipping through vinyl records in a record store.© British Fashion Council0:22
  4. A white street sign for "Great Windmill Street W1" is mounted on a brick wall, next to a bright red surface with a vent.© British Fashion Council0:31
  5. A young woman with long blonde hair has her face partially obscured by a hand, while another woman is out of focus in the background.© British Fashion Council0:42
  6. A young man with a nose ring and tattoos exhales smoke from his mouth, looking directly at the camera on a city street.© British Fashion Council0:55
  7. A male tattoo artist with glasses and a beard, wearing a black t-shirt and green gloves, tattoos a man's arm in a tattoo parlor.© British Fashion Council1:03
  8. A senior man with grey hair and a black polo shirt holds a white cup, looking directly at the camera in a produce market.© British Fashion Council1:16
  9. A man in his 40s, wearing sunglasses, a red jacket, and a patterned scarf, looks directly at the camera with a slight smirk in an interior setting.© British Fashion Council1:25
  10. A cute pug dog with a harness and collar looks up at the camera on a colorful cobblestone street.© British Fashion Council1:36
  11. A "Welcome to Carnaby Street" archway stands over a busy street with pedestrians walking by, some out of focus in the foreground.© British Fashion Council1:43
  12. Two young women, one with dark hair and one with blonde hair, smile and laugh together at night on a city street.© British Fashion Council1:53

Stills © British Fashion Council. Made by Black Sheep Studios and Chris Hugall.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A spoken word poem celebrating the diverse, vibrant, and rebellious spirit of Soho.

Tagline: “NOW IN SOHO”

spoken word narrationfast-paced montagestreet photography aestheticdiverse casturban explorationnightlife scenes

The cut

Length
129 s
Shots
134
Average shot
1.0 s

What creatives use British Fashion Council “Now in Soho” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of British Fashion Council “Now in Soho”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A close-up shot of a pub sign featuring a portrait of John Snow, hanging outside a building in Soho.© British Fashion CouncilA stylish older man in a hat and glasses looks to the left, partially obscured by a red foreground element.© British Fashion CouncilA person with a gold watch on their wrist is seen from the chest up, flipping through vinyl records in a record store.© British Fashion CouncilA white street sign for "Great Windmill Street W1" is mounted on a brick wall, next to a bright red surface with a vent.© British Fashion Council
    Frames from British Fashion Council “Now in Soho”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of British Fashion Council “Now in Soho” in order, with its length, framing and what happens in it.

    A close-up shot of a pub sign featuring a portrait of John Snow, hanging outside a building in Soho.© British Fashion CouncilA stylish older man in a hat and glasses looks to the left, partially obscured by a red foreground element.© British Fashion CouncilA person with a gold watch on their wrist is seen from the chest up, flipping through vinyl records in a record store.© British Fashion CouncilA white street sign for "Great Windmill Street W1" is mounted on a brick wall, next to a bright red surface with a vent.© British Fashion CouncilA young woman with long blonde hair has her face partially obscured by a hand, while another woman is out of focus in the background.© British Fashion CouncilA young man with a nose ring and tattoos exhales smoke from his mouth, looking directly at the camera on a city street.© British Fashion Council
    Length: 129 s · Shots: 134 · Average shot: 1.0 s

  3. 03Ad ideas: every spot built on a spoken word narration

    Before you present an idea, you need to know who has done it, and how.

    British Fashion Council “Now in Soho” is built on a spoken word narration. Search the library by idea to see every spot that uses it.

    The New York TImes “Megan The Stallion/New York Times”© The New York TImesNike “The Strongest”© NikeGreene King “Where London Life Happens”© Greene KingAT&T “We the Believers”© AT&T
    The New York TImes · Nike · Greene King · AT&T

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013
  • Superga S.PA "The Challenge" (1998) commercial still© Superga S.PASuperga S.PA “The Challenge” 1998Dir. Tarsem · Pirella Gottsche LoweEpica Grand Prix 1997
  • Levi's "Backstory" (2026) commercial still© Levi'sLevi's “Backstory” 2026Dir. Kim Gehrig · TBWA\Chiat\DayAICP Awards Winner 2026

Questions

Who directed the British Fashion Council “Now in Soho” commercial?

Chris Hugall directed it, produced by Black Sheep Studios.

What awards did British Fashion Council “Now in Soho” win?

1 awards, including One Show 2016 Gold Pencil — Film.

What is the tagline of British Fashion Council “Now in Soho”?

“NOW IN SOHO”

Sources for the credits and awards

oneclub.org

British Fashion Council “Now in Soho” (2016) Commercial by Chris Hugall: Credits, Awards & Stills