House of Fraser Is Making Its Own Rules This Christmas

House of Fraser rips up the rulebook for this year’s Christmas campaign, “Your Christmas. Your Rules”, as the retailer ditches the traditional tear-jerker for a promo packed with sass. 

With Nice Biscuits providing the post-production, 18 Feet and Rising were tasked with devising a campaign that breaks free from the realm of traditional Christmas campaigns. The resulting spot, bursting with quirky choreography and stylish performances, bears a closer resemblance to a music video than a TVC.

Anchored on Grace and G-Eazy’s powerful vocal rendition of Dusty Springfield’s classic 1964 track “You Don’t Own Me”, the spot delivers an alternative approach to the festive season that encourages consumers to embrace their own traditions and quirks.

Nice Biscuits carried out post-production on the campaign; completing the grade, carrying out VFX clean-up and creating a memorable, festive endframe. 

Russ Shaw, Flame Artist at Nice Bicsuits, comments: “It’s a very different take on a Christmas campaign. With the fantastic dance choreography and stylised sets, the post production work on this project has been more akin to working on a music promo. Often with Christmas ads the focus is on the product, endlessly re-grading the turkey for example, but with 'Your Christmas. Your Rules' the focus is on the fierce performances and attitudes, playing in to the bigger concept of non-conformity.

“We created a memorable endframe, with a biker flying over a cityscape as the illuminating House of Fraser text appears in the centre of the screen. In total, Nice Biscuits provided 17 different edits and we used Flame 2016 to drive the process, making it easier and faster to extract all shots and enable the VFX department to begin post-production.”

The campaign launches on Instagram before airing on TV on Wednesday 18th November.