For the third year in succession we were asked to film and produce The National Gallery's Christmas advertising campaign, the goal of which is to put the gallery and its collection on the Christmas map for tourists and Londoners alike.
After the success of 2015's 'Angel Trail' and 2016's 'Star Trail', the theme for 2017 was to be 'Gold', whether displayed in the paintings themselves, used within the actual paint or in the frames. This meant working with the gallery's scientific, conservation and framing departments.
Each video includes interview content with curators and experts from the National Gallery, including representatives of the Framing, Conservation and Scientific departments.
The interviewees move from the earliest works in the collection, where gold is actually used to decorate the painting itself and to surround it with elaborately constructed and leafed frames, to later works where gold is depicted in oil paint to capture an incredible sense of depth and lustre in some of the clothing and objects portrayed.
In addition to the interviews we were granted early morning and late night access to the gallery’s main rooms and parts of the private collection. We captured filmic sweeping shots of these magnificent locations with a steadicam, moving with the interviewees on their journey through the gallery.
The campaign was a huge success, delivering over 1.3 million views across the full length films, social shorts and teaser. Over the campaign period The National Gallery won 31.1k new Facebook Likes and the #ArtGold Twitter day saw the hashtag trend for 8 hours, peaking at number 4 in the UK, above #royalwedding.
'The National Gallery in London looked for a video supplier to deliver an innovative and engaging Christmas campaign for our YouTube and other Social Media channels.
We chose to work with NextShoot as they demonstrated a clear grasp of the brief and had a track record of delivering strong interview content and stylish visual material. The results were everything we had hoped for. NextShoot's trailer and four-part Angel Trail video series contained excellent interviews with staff, including the Gallery's Director, beautiful photography and an added layer of graphics to give the content a Christmassy feel and tone."
Francesca Macnaghten, eCRM and Social Media Manager, The National Gallery