Luke 1977 ‘No Smoke Without Fire’
Promo Video
Editor: Sai Smith
Produced by: Illuminated Pixel
Content Type: Fashion promo, brand campaign, retail content
Objective:
Launch a bold, visually striking campaign for Luke 1977’s mainline and sportswear collections
Create versatile content for digital, print, and in-store use
Establish a strong creative identity for future collaborations
Capture the brand’s fusion of contemporary fashion and working-class heritage
What We Did:
Our very first campaign video for menswear brand Luke 1977, titled ‘No Smoke Without Fire’, set the tone for a long-standing creative partnership. Shot over two days, the campaign combined bold visuals, gritty styling, and high-energy edits to reflect the brand’s signature blend of streetwear attitude and tailored edge.
We produced a full suite of content, including photography for online and print media, and video assets for both the mainline and sportswear collections. The final promos were rolled out across Luke’s social media channels, featured at trade events, and displayed in retail stores throughout the UK. This campaign laid the foundation for a collaborative relationship built on creative trust, brand alignment, and a shared commitment to pushing visual boundaries.
The Campaign That Sparked a Partnership
Post-Production Approach:
Two-day shoot combining fashion photography and video production
Captured both lifestyle and studio setups to serve multiple platforms
Developed distinct visual treatments for mainline and sportswear edits
Focused on bold lighting, urban textures, and high-contrast styling
Delivered assets optimised for social, print, and in-store display
Deliverables:
Hero campaign video for Luke 1977’s website and social media
Separate edits for mainline and sportswear collections
Photography assets for e-commerce, lookbooks, and print campaigns
Short-form video loops for in-store screens and trade events
Outcome:
Delivered a high-impact campaign that resonated with Luke’s audience and retail partners
Established a creative foundation for future collaborations with the brand
Provided a versatile content suite used across multiple platforms and touchpoints
Helped define the visual tone for Luke 1977’s evolving brand identity
