Silverburn, but make it social

Silverburn is well known for being a great spot for all ages. But they wanted to go all in on a younger audience promoting the destination through social, especially TikTok. So, they came to Lane for some elevated and engaging content ideas. Silverburn also wanted to strengthen their position as the destination for fashion by sharing seasonal collections and promoting the range of big brand names that are on offer.

This is an ongoing project with seasonal bursts of content throughout the year. For spring, summer and autumn, the visuals are all about fashion as we work with the client, director and a stylist to handpick brands and star pieces for the upcoming season. So far, the work has featured River Island, Hugo Boss, Flannels, Kurt Geiger and Remus Uomo, to name a few.

When it comes to winter, the content features more of the wider Silverburn offering including food and entertainment.

The timings from each brief to shoot is around two weeks and every seasonal shoot is completed within a day through a quick-paced schedule and small team.
Locations are all weather dependent, which as we know is unreliable when you work in Scotland. This means that we need to adapt quickly and so far we have taken advantage of the more unique spaces available on site as well as a studio – from a stairwell in spring to the roof in summer.
Music uses trending genres with high energy to work with the edits and we use Colours New Faces to hero up-and-coming models.

The new content does just what Silverburn asked for, standing out on their feed with a younger, impactful and dynamic look and feel. Due to the success of the films, edits have also been used on in-centre screens.

We have approached this project as a test and learn process, trying new edits, locations and transitions to identify which are best received by younger demographics.