Charles Jeffrey Joins Agency Eleven

If there’s anything that ties in all of the creatives that are part of Agency ELEVEN community – designers, stylists, editors, writers and more – it’s the love of a good ol’ fashioned party. And that’s where Team Mood went with their video. Using “contemporary” and “alternative” as two jumping off points, they came to the counterculture that is rave as a focus in expressing the mood behind the brand. They did this with a mix of archival footage from the 1990s and creating their own frames, laying some solid techno tracks over it and bringing a sense of nostalgia many of us can resonate with at the moment. They didn’t wait for clubs to open up – they created their own virtual one. 

Shooting around Shoreditch, just a stone throw away from the Agency ELEVEN HQ, the team paid homage to those who walked the streets before and those who will do so in the days to come. “Brick Lane is one of the most vibrant streets of London which attracts young people that are shaping the future of creative industries. This is why we thought it would be a great location for the final scene of the video,” they explain. But while it might find its inspo in the past, the end product is as sentimental as it is modern – and that’s just how we like it. 

The first team was assigned with producing a video that brings together the ethos of the Agency. “Our introduction to Agency ELEVEN made us realise that the agency is more than just PR – it’s the hub of unity and collaboration across the globe. It’s a place where international designers display their individual cultures yet converge into one agency at the heart of fashion central; London. Our team recognised the uniqueness in culture which the agency engineers and we primarily used it to address our key message in our video,” they say.

Bringing together signature visual elements of our tech-forward approach to PR, their video focuses on the idea of the number 11 and its meaning. Poetic, futuristic and global-thinking, this group admitted their biggest challenge was the fact they working together from different sides of the world. “Our team was also very international, native to countries including Italy, Sweden, Iceland, Japan and the UK. Being so worldwide meant compromising on meeting times but it also meant we were able to transform the focal point of our video to exhibit the beauty of diversity, combining all our cultures from personal experiences and archival footage.” Way to turn a weakness into a strength.

AGENCY ELEVEN IN COLLABORATION WITH LONDON COLLEGE OF FASHION TEXT

INTRODUCTION:

While studying the evolving art of PR and communications during the pandemic, LCF students collaborated with Agency Eleven on creating videos that explore the narrative of a PR agency in today’s media landscape.

In an effort to explore the momentum, Agency ELEVEN teamed up with the course in creating digital content that promotes the Agency as a brand, coinciding with the AW21 Digital Press Day. “This project presented a unique opportunity for students to experience first-hand how the discipline of fashion communication has evolved during this global pandemic,” says Stephanie Barker-Fry, freelance consultant and Lecturer on the course that led this assignment. “As first year students who have had to bear a somewhat limited and unusual university experience due to the pandemic, collaborating with a progressive agency like Agency ELEVEN has helped them understand how collaboration and respect for global cultures lies at the heart of the agency, themes very much reflected in our cohort,” she adds.

The 16 students that took the challenge were separated into three groups, each tasked with exploring a different aspect of Agency ELEVEN. Instead of working through promoting individual designers, they focused on branding the Agency as its own entity and capturing the story in a video format. They were assisted in this mission by the London filmmaking duo Joseph Delaney and Matt King.