The Girls in 401

A girls' fashion brand that brings early internet nostalgia into the modern age—because who doesn’t miss those days of dial-up and quirky, pixelated graphics? We shot their launch commercial with a blend of shock value and fashion-forward ideas—think mopping the beach while rocking TGI401 or unearthing the ‘key’ to unlock a sandcastle fit for 401. We mixed old-school and new-school cameras for a fresh yet nostalgic vibe, topped off with a retro news-casting concept. The whole universe was built around the idea of "wanna be roomies?"—an invitation to digital sisterhood through an imaginary club of nostalgic storytelling and memories.

Overview

The Girls in 401 invited us into their nostalgic world, blending early internet vibes with modern-day fashion. For their launch commercial, we wanted to bring shock value and fun into the mix while showcasing their chic, ’90s-inspired pieces.

Challenges & Approach

The challenge was to create a concept that felt totally unexpected while still being fashion-forward. Our approach? Combine vintage vibes with cheeky storytelling. We crafted a narrative where "wanna be roomies?" was the key to unlocking a universe of internet sisterhood. Mopping the beach? Check. Unearthing the key to a 401 sandcastle? Double-check.

The Result

The result? A retro news-casting vibe with just the right amount of playful shock value. We captured the essence of "internet sisterhood" and gave the brand a retro-modern feel that spoke to the heart of their target audience.