Frances Royle Reunites with Sir John Hegarty to Create Launch Commercial for ‘The Chapar’

Frances Royle (ex-Head of Production at BBH) has reunited with former boss Sir John Hegarty as The Garage Soho unveils the launch film for innovative new retail concept The Chapar.

In a unique ‘double’ father and son collaboration, The Garage Soho’s creative team of writer Sir John and director Elliot Hegarty worked alongside Founders of The Chapar, Joe and Sam Middleton, to launch the exciting new brand.  

The Garage Soho partnered with Royle Productions, who took on both the Agency Production and Production Company roles for the project, creatively managing the whole production process from the casting, set build and shoot to the post processes required to bring the commercial to life. 

The brief for the launch commercial was to build an awareness and understanding of the new proposition by depicting the shopping nightmare of life without The Chapar, using comedy to build a memorable connection with their male audience.  

Starring comic duo Elis James and Lloyd Griffith, the resultant film reinforces the torture that men can go through whilst shopping on the high street (when they really just want to be at home watching the football) and points them to The Chapar, as a painless and more rewarding experience.

Sir John Hegarty comments: “The Chapar is a really exciting new shopping concept and it was fantastic to be able to work with Elliot alongside Elis James and Lloyd Griffith, our two up and coming comedic actors, introduced to us by Royle Productions. It was also a pleasure to be reunited with Frances Royle whose expertise and talented team helped us to deliver a fantastically executed film.”

Frances Royle adds: "It was an incredibly enjoyable project to produce and working with Sir John again was just fantastic. The script, directing and acting are all perfect and, with two comedians on set all shoot, it was such a fun production to be involved with."

The new online service has been developed to redefine how men purchase fashion. The Chapar’s personal stylists are on hand to curate a bespoke selection of premium items that suit the shopper’s own personal taste and body shape, which are then delivered by ‘trunk’ directly to their home or office.

The 60” commercial will break in UK cinemas from the 5th March 2016.