LUKE 1977 x Chris Woakes ‘Chris Woakes Edit’
Branded Film
Director: Sai Smith
Produced by: Illuminated Pixel
Content Type: Branded fashion collaboration film
Objective:
Launch the Chris Woakes x LUKE collection with personality and style
Blend fashion storytelling with authentic sports insight
Create versatile content for web, social, and campaign use
Maximise impact within a fast-paced, time-limited shoot
Showcase the collaboration’s credibility through direct involvement from both brand and athlete
What We Did:
We produced a dynamic branded film for LUKE to showcase their exclusive collaboration with England cricket star Chris Woakes. Shot on location at the legendary Edgbaston Cricket Ground, the film blends fashion, sport, and personality—featuring Chris as both model and voice of the collection.
The shoot included a sit-down interview with Chris, where he shared updates on his cricketing journey and his perspective on fashion and the LUKE brand. Luke Roper also appears on camera, walking through the technical details and design highlights of the collection alongside Chris, with the garments displayed pitch-side on a clothing rack. Behind-the-scenes footage from the fashion shoot adds depth and energy, while a separate quick-fire Q&A segment brings a light, personal touch to the campaign.
Fashion Meets Cricket Culture
Production Approach:
On-location filming at Edgbaston Cricket Ground
Sit-down interview with Chris Woakes
BTS coverage of the fashion shoot
Quick-fire Q&A segment with Chris for social engagement
Cinematic b-roll and garment-focused visuals
Deliverables:
Full-length branded film with interviews, b-roll, and fashion highlights
Short highlight reel for social media
Two-part quick-fire Q&A with Chris Woakes
Individual garment highlight clips in 16:9 and 9:16 formats
Outcome:
Delivered a high-quality, multi-asset campaign under tight time constraints
Strengthened LUKE’s brand through authentic sports-fashion storytelling
Engaged audiences across platforms with a mix of cinematic and conversational content
