Max Mara-Penny Black

The brief

Penny Black needed a production partner with an in-depth knowledge of Liverpool to support its latest campaign shoot. The brief was to find locations that felt authentic to the city while managing the practicalities behind the scenes. From scouting and securing locations to permissions, parking, scheduling and crew, we were brought in to make the production run smoothly from first recce to final wrap.

The idea

Rather than treating Liverpool as simply a backdrop, we embraced the character of the city itself. Georgian terraces, dockside industry and brutalist architecture created a mix of textures and contrasts that brought something distinctive to the campaign, giving Penny Black a sense of place that couldn’t be replicated in a studio.

The making

We managed the production support on the ground, scouting and securing locations across the city and coordinating permissions, parking and logistics. Our local knowledge helped us build a schedule that allowed the team to move efficiently between locations without compromising the creative. From early call times through to last-light setups, we managed the practical details and kept the production moving wherever the day took us.

The outcome

The result was a campaign rooted in Liverpool’s distinctive character, using the city’s architecture, light and atmosphere as part of the visual story. By handling the logistics and production detail from recce through to wrap, we gave Penny Black’s creative team the freedom to focus on the work in front of the camera.