Topshop – Air Cushion

The brief

Tomorrow’s Creative supported the production of the Topshop Air Cushion commercial, an online beauty advert created to launch the brand’s Air Cushion Skin Perfector. The campaign needed to introduce the product while retaining the energetic, fashion-led tone associated with Topshop’s social content.

Featuring models including Charlie Barker, the concept celebrated individuality and natural confidence. The product promised an airbrushed finish without relying on filters or heavy digital retouching, so the photography and lighting needed to feel polished while keeping the performances lively and authentic.

The production challenge

Beauty and fashion films require close control of lighting, skin tone, movement and continuity. At the same time, this campaign needed enough pace and personality to work as a social advert rather than a static product demonstration. Multiple models, performance-led setups and a defined visual identity also meant the crew had to move efficiently without losing consistency.

Working with Topshop’s in-house marketing team, the production balanced those technical requirements with a spontaneous, youthful feel. The soundtrack, “Liquorice” by Alice Jemima, reinforced the upbeat tone and helped shape the rhythm of the finished edit.

Our crew and production role

Tomorrow’s Creative supplied the Director of Photography, gaffer and first assistant camera. Our role covered cinematography, lighting and on-set camera support, working within the wider creative team to translate the campaign concept into a consistent set of polished images.

The DOP and lighting team shaped the visual finish around the beauty product and the individual performances. Camera support kept setups moving smoothly and maintained technical consistency as the production moved between shots. This joined-up approach helped the creative team work efficiently while protecting the clean, modern visual style required for the campaign.

Creative approach and deliverables

The finished film combined fashion, lifestyle and product-led imagery. Rather than presenting the Air Cushion Skin Perfector through a conventional demonstration, the advert used personality, movement and confident performances to make the product feel part of a wider Topshop world.

The production delivered an online social advert suitable for the brand’s digital channels and product launch activity. Although Tomorrow’s Creative supported the project through crew and technical production rather than leading the full campaign, the same principles apply to every job: understand the audience, protect the creative idea and build the crew and equipment around the result the content needs to achieve.

Supporting product and social campaigns

Tomorrow’s Creative provides flexible production support for direct clients, agencies and in-house teams across the UK. We can supply experienced crew and equipment for an established concept or manage a complete campaign from planning through to delivery.

Explore our social media video production, product photography and video services and wider film, TV and media production support. Planning a beauty, fashion or product campaign? Contact Tomorrow’s Creative to discuss the crew, equipment and production approach for your brief.