On Wednesday 24th of June everybody descended on a concept apartment overlooking St. Pancras International. Standout were appointed by Triumph, leading lingerie brand, to art direct the third successive shoot with brand ambassador Louise Redknapp. Paul Farrell, also appointed for a third time (his wife having had a new baby boy only 15 hours prior the call time!) was also on his third successive campaign and produced some outstanding results.

Standout MD Dan Barber states "It was vital we got a very different look and feel for the Autumn Winter campaign. Everyone involved, including Triumph, Louise, Paul Farrell and Standout, all wanted to move this shoot on and provide a distinctive campaign for the brand. The location was stunning and gave us the opportunity to create distinctively different images within the same set. Everyone pulled together brilliantly and following a first (late night) edit, we are all really pleased with the creative results."

The new campaign will be delivered through to publications, billboards and online via Media agency and Triumph partner, Maxus. Prior to this, the images will undergo creative testing with consumers. Kerry Mythen, Standout's Triumph Account Manager states: "The creative testing provides us with excellent feedback from consumers. The feedback, in a similar way to Google Analytics, provides us with the benefit of hindsight in terms of what consumers want and what they will react to. Awareness and Sales being the key objectives for any campaign, we can adapt the creative for optimum effectiveness with Triumph consumers."

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The current campaign is in circulation now, keep an eye out on Louise's official beauty and lifestyle blog at www.louiseloves.com for behind the scenes footage - coming soon!

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