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TIE THE KNOT: BEHIND THE SEAMS

Ever the romantic at heart, Ted’s always enjoyed a wedding – from dancing until your feet hurt to enjoying a slice (or two) of cake to end the night. So it’s no surprise he decided to take inspiration from one of his favourite parts of the big day for his latest Tie the Knot campaign.

With something for everyone, Ted’s bridal collection is anything but ordinary. Of course, this needed to be reflected in the Tie the Knot campaign. Here, the creative minds who brought Ted’s inspiration to life share what it was like being part of this magical shoot.

What was the initial inspiration for the shoot?

Real life wedding cake toppers. I loved the idea of creating oversized cakes where the models became real characters in a Tim Walker-esque set but keeping it clean and contemporary, so product was the main focal point throughout.

What was your favourite moment when shooting the campaign?

The cake fight at the end. We went from a pristine white set to a floor smothered in Victoria sponge.

How would you describe the campaign in one word?

Ted, of course!

What is the key to making a campaign have that touch of Ted?

It’s all in the detail with Ted, and it shows throughout both product and imagery. As a brand, it’s so important we don’t take ourselves too seriously. So, we took the traditional idea of a wedding cake and inverted it - putting a quintessentially Ted and unexpected twist on it.

What is your favourite image from the SS19 Tie The Knot campaign?

It has to be this one (below). It’s the perfect depiction of a new, more contemporary Ted that’s reflective in the product. Structured shapes and clean lines, while still holding the Ted quirk and personality.

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