75 Years of Second Hand Style - Director’s Cut

Agencies: Dentsu Creative PRETTYBIRD


PRETTYBIRD Director Lucrecia Taormina has directed a new fashion campaign for Oxfam. Oxfam launched the stylish new campaign to celebrate its heritage in second-hand clothing and confirm its place at the forefront of this fast-growing market.

Produced by creative agency Dentsu Creative, the film, directed by Lucrecia Taormina through production company PRETTYBIRD, shows a young woman wondering what to wear for a night out, before she realises that Oxfam is the answer and takes to the catwalk in a succession of different outfits available from the charity.

The visually arresting advert uses a motion tracking VFX technique to alternate through different styles without the model breaking stride – showcasing Oxfam’s timeless styles through the decades. It ends with the line ‘75 Years of Second Hand Style’. The campaign comes at a time of fast growth for the second-hand clothing market, with consumers looking for items that are more affordable and less damaging to the planet – particularly in contrast to the fast fashion industry.

With its established heritage in second-hand fashion, built through its shops and online store, Oxfam is both an originator of the market and one of its leading brands. Every look in the film was sourced by stylist Celia Arias from the , and all were returned as purchasable stock.

As one of the founding members of the Ad Net Zero initiative, sustainability is a core objective of the Dentsu network. Dentsu Creative therefore took on this campaign performing the creative and account management services pro bono, while working with director Lucrecia Taormina and production company PRETTYBIRD to achieve the stylish look and feel. The film will run across digital and social channels.

This is the first advertising campaign directed by Lucrecia Taormina since she signed with PRETTYBIRD in August. Lucrecia’s star has been in the ascendent as a director to watch since she won the Best Pop Newcomer award at the 2019 UKMVA’s.

This professional campaign titled '75 Years of Second Hand Style - Director’s Cut' was published in United Kingdom in October, 2022. It was created for the brand: Oxfam, by ad agencies: Dentsu Creative and PRETTYBIRD. This Integrated medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted over 1 year ago.


Oxfam | 75 Years of Style
Featuring Kamila Iskairova

Client: Oxfam
Head of Retail Marketing: Rachael Huttly
Marketing Manager: Jen Gale
Ecommerce Marketing Executive: Stephanie Shaw

Agency: Dentsu
Executive Creative Director: Simon Lloyd
Senior Creatives: Will Wright & James Morgan
Producer: Alexis Myers
Producer: Nicky Davison
Account Director: Raffi Churcher
Strategy Director: June Fong

Production Company: PRETTYBIRD UK
Director: Lucrecia Taormina
Co-founder/ Executive Producer: Juliette Larthe
Head of Production: Fiona Bamford-Phillips
New Business Rep: Shiara Miranda

Executive Producer: Paulette Caletti
Producer: Benji Landman
Production Assistant: Enrique Soares Da Silva

1st AD: Joe Mulvihill
Runner: Aljoe Joby
Runner: Clara Coudoux

Casting Agency: Lane Casting
Casting Director: Hannah Ashby Ward

Director of Photography: Jack Reynolds
Focus Puller: Chris Starkey
Clapper Loader: Callum Reeves
Grip: Aubrey Pascoe
Video Playback: Dayo Olufemi
Gaffer: Shaun Waldie
Electrician: Charles Power
Electrician: Peter Kehoe

Stylist: Celia Arias
Stylist Assistant: Laura Clee
Makeup & Wig Designer Natasha Lawes
Hair/Make-up Artist: Kamila Forini
Production Designer: Fred Allsop

Editor: Ross Hallard
Edit Producer: Tatyana Alexandra
Edit House: Trim

Colourist: Luke Morrison
Grade Producer: Oliver Whitworth
Grade House: ETC

VFX House: Unit
VFX Producer: Tania de Sousa
VFX Artists: Ian Baker and Rob Ellis

Sound Designer: Seb Bruen

Sound House: Finger Music

Thanks to Rivoli Ballroom, Panavision & Prolight for their support on the project.


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