Hotter - Comfort for the Sole SS18 TV Commercial - Standby Productions

Comfort for the Sole SS18 TV Commercial



Our TV Commercial for Hotter Shoes, the UK’s largest shoe manufacturer, showcases their Spring / Summer collection for 2018.


Simon Owen

Director of Photography

Jamie Haigherty


Ellen Bounds


Process Moving Image

Online Editor

Jack Warman


Hotter approached Standby Productions to produce a TV Commercial for their Spring/Summer 2018 collection. They were looking for a concept that would modernise and elevate the brand, becoming more aspirational and premium whilst still representing great value for money. Hotter create stylish shoes that make you look and feel good, all day, everyday. Hotter wanted a production company to develop a creative concept and subsequently produce their SS18 TV advert.



We’re always striving to try and do things differently at Standby Productions, so we love a brief that asks us to do just that. From the get go, we wanted to do something that really showed off the build and quality of Hotter Shoes. To do this we aimed to ‘get inside’ the shoe and the only way to do that was to use Computer Generated Imagery (CGI). However, we also wanted to showcase the feeling of comfort along with an aspirational lifestyle. We needed sunshine, beautiful, happy models and some visual effects wizardry. We also developed an on-screen title script and the tag line of ‘Comfort for the Soul/Sole’ giving a sense of inner happiness along with actual comfort on your feet.


The use of CGI enabled us to bring the products to life with very representational imagery to depict the comfort and quality of the products. We then filmed over in Spain to ensure we had the right weather for their Spring/Summer products. The footage has a lovely lifestyle/fly-on-the-wall feel, with warm colours and depicts a feeling of happiness overall. We executed a TV Commercial that modernises the brand and feels more contemporary, whilst showing off their products in a beautiful way. The end shot ensured that we didn’t just see two products in the advert as we ‘match-cut’ through lots of different shoes. We also delivered a number of additional digital assets, such as a Behind The Scenes film and shorter edits of the advert.

“Standby are an extension of our team and have worked seamlessly with our existing in-house creative & marketing teams, to create a really powerful partnership. They are refreshing, honest and effective. They are brilliantly creative and immediately got us all excited and passionate about our brand and the amplification opportunities. We’re delighted with the final creative output and I'd recommend Standby in a heartbeat!”

Global Omni Channel Director, Hotter Shoes

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