Last year we produced our 2nd immersive pop-up installation for Coach, created in collaboration HWKN architecture, debuting in Shanghai and Mumbai. The installation brought Coach’s “Wear Your Shine” campaign to life, utilising mirrors, lighting and sound to emulate the master campaign narrative.

Instagram enlisted Parallel to secure a collective of UK-based Gen Z creators, showcasing the best of their generation. We secured fifty talent, each creating unique content, laddering up to the master campaign. The success of the campaign led to the content being showcased in the Yours to Make exhibition in London’s Saatchi Gallery.

Parallel works with M&S to develop style perception amongst younger, prospective customers through talent campaigns and brand collaborations. Last season, we cast actress and style icon Sienna Miller for their AW23 campaign. In the months following it’s release, their average customer age dropped by 5 years, and new customers increased by 4.8%.

Parallel procured talent for and activated three global campaigns for Clarks in 2023, with talent selected to drive sales in key demographics for the brand. AW23 saw music icon Nile Rodgers unite with pop princess Beabadoobee, and previous talent include Jourdan Dunn, Cat Burns and Sonny Hall to name just a few.

Tommy Hilfiger wanted to partner with a designer with roots in streetwear, disrupting the London fashion scene, and for us there was one clear route. Parallel procured and developed the Tommy Hilfiger and Martine Rose collaboration, which was heavily influenced by the Tommy Jeans nineties archive.

Across two years Parallel has partnered with Levi’s to cast hero talent for their seasonal campaigns, as well as special projects. Each time we were tasked with procuring talent who could drives sales with female customers throughout Europe, which was achieved by casting talent including actresses Aimee Lou Wood, Charithra Chandran, and pop-star Mabel.

To commemorate the 160th Anniversary of the iconic Italian alcohol brand, Parallel were tasked with bringing the best of the worlds fashion and film talent to Milan to celebrate in style. Guests included Dakota Johnson, Lucien Laviscount and Harry Lambert to name just a few.

Parallel once again partnered with Hermés, this time to celebrate their iconic silk scarves, with a campaign and an epic live moment. We enlisted Marcelino Sambé, lead soloist of the Royal Ballet to choreograph the campaign and a lineup of the best dancers flown in from around the world. We also programmed the event with performances from Hope Ikpoku Jnr, SG Lewis and Mimi Xu.

Samsung wanted a household talent with a secret hobby nobody knew about to star in the Flip Side campaign, promoting their new phone. Utilising our insider knowledge we secured SG Lewis fresh from his headline Coachella slot, who also happens to love fishing, demonstrating his very own flip side.

Alongside the launch of H&M Move’s collaboration with RAYE, Parallel curated a collective of the UK’s brightest Gen Z TikTok stars for a supporting digital campaign. We also produced an exclusive launch event, with VIP guests including Mia Regan, Leomie Anderson, Kai-Isaiah Jamal and Cora Corré, as well as an intimate performance from Ray herself.

For the premiere of Beyonce’s debut film, Parallel produced and managed a stellar line-up of some of the most prolific talent in the world. Attendees included Beyonce, Jay-Z, Taylor Swift, Blake Lively and more. This unforgettable event garnered global press, blanket social coverage, and huge attention from the brightest stars surrounding the release.

To drive awareness of Klarna’s key gift shopping functions during the festive period, Parallel activated a campaign starring national treasures Peter Crouch and Abbey Clancy utilising a digital campaign, their existing podcast and media opportunities to showcase the apps services.