When long-time production partner Defected Records approached Clockwise with a brand collaboration alongside iconic streetwear label Champion, we knew it was a partnership with massive creative potential. Here’s how the Defected Records Champion collaboration came to life.

Blending Raw Storytelling with Fashion Visuals

The concept behind the House Champions campaign was clear: create a series of short documentaries spotlighting the next generation of creators driving the UK house music scene forward.

The visual brief required a delicate trifecta balance:

  • Narrative-led documentary depth.
  • Social-first, fast-paced energy.
  • Fashion-forward visual aesthetics.

The collaboration felt entirely organic from day one. Defected brought the rich cultural stories, Champion brought the classic streetwear style, and Clockwise operated right in our sweet spot: crafting story-driven content with a high-retention social feel.

The Logistics Challenge:

In film production, ambitious concepts usually collide with tight schedules. Our main challenge on this campaign was immense: capturing five distinct, high-quality character profiles across London in just three shooting days.To solve this logistical puzzle, our production team conducted extensive pre-production interviews with each contributor online. We carefully mapped out a spiderweb of tight operational schedules pointing toward the May Bank Holiday weekend: A chaotic window where all five of our protagonists had live events happening simultaneously.

Selecting the ‘House Champions’

True electronic music culture isn’t just built by the person behind the decks. To tell an authentic story, we deliberately looked beyond a line-up of five traditional DJs. We wanted to showcase the diverse ecosystem keeping the scene alive, selecting a varied group of trailblazers:

  • The Promoters & Producers: The architects throwing the parties and engineering the tracks.
  • The Radio Presenters: The gatekeepers soundtracking our mornings and breaking new music.
  • The Dancers: The physical expression of the dancefloor community.

If variety is the spice of life, our House Champions nailed it. Our agile crew captured the relentless energy of the scene across shifting landscapes, from serene sunrise radio sessions and expressive street dancing at London’s Southbank, to packed-out, sweat-dripping parties in Shoreditch.

Navigating Brand Identity and Maximizing Assets

This project perfectly highlights why brands partner with Clockwise. We love solving intense logistical hurdles to maximize shoot time, ensuring our clients walk away with a vast library of versatile digital assets without compromising on the cinematic, fashion-led aesthetic the brands require.

Music, style, and film production came together perfectly for this campaign, and we are incredibly proud of the results.

RESULTS OF THE DEFECTED RECORDS CHAMPION COLLABORATION:

The House Champions campaign resonated deeply across social platforms, engaging music fans and streetwear enthusiasts alike. Simon from Defected Records was thrilled with how Clockwise executed the vision:

“Clockwise brought our vision to life, through professionalism, great organisation, creativity, adaptability, friendliness, and fantastic execution, they delivered on all fronts.” — Simon, Defected Records

Bring on the next challenge. If you are looking to launch a cross-industry brand collaboration or a high-impact social video campaign, get in touch with the Clockwise film team today.