GMD came to us without any prior professional video experience. They had seen our work with a mutual stakeholder in the gymnastics world and knew we would be able to deliver. GMD typically catered to a younger audience with bright, extravagant garments, but they wanted to do something they had not done before – a staples range that would attract interest from mid-late teenage girls. Being so distinct from previous collections, the staples range allowed us to essentially entertain the project as if it was a rebrand and truly exercise ambition.