Crown To Cuff - X-Frame Physiques

Director of Photography Tom Hunter was tasked with taking the gym in Sheffield where Billy Joe trains and turning it into a film set with an edgy look. The crew set up for a series of profile shots to show off the unique cut of the tailored suit as well as capture lead tailor Gareth Beckwith in action. The location was everything you would want to create a very filmic look – lots of well used leather punchbags swinging in the foreground and a cloudy atmosphere.

Once Billy Joe arrived we were able to work with him to shoot a series of detail shots of the look and
feel of the suit. Creative director Paul Morricone worked with Billy to get an intense performance and the right poses. Then we put Billy and Gareth in the ring together for a quick fire interview using Gareth presenting in his own words.

This commercial film was used to show off the X Frame range, a bespoke suit tailored specifically for athletes and bodybuilders. Widespread coverage within social media platforms meant that the video got several thousand views within hours of the first posting and the clip was also shared on Boxing social media channels.