Independent creative content agency OH SIX was selected to partner with END. Clothing as lead creative production agency for its monumental 20th anniversary campaign — kicking off the celebrations with three short films that fuse fashion, humour, and heritage across digital and social platforms.
The anniversary campaigns centre around key brand partners as a year-long celebration of the retail excellence born out of the North East of England.
The first phase of the campaign puts a spotlight on regional identity and rising talent, with The Arcade featuring none other than Grime Gran — the foul-mouthed social media sensation and cult figure, who fronts Arcade, an END.-led piece that also stars DJ Schak and MC Tazo. Their music was co-created exclusively for the film, weaving a unique sonic identity into the vibrant visuals.
OH SIX led production to co-create three key brand short films to activate each brand partnership in a unique way for fans and END.’s audiences. The “Coastal” collection captures all the pleasures of the seaside, from the culinary delights of the traditional chippy and the rugged beauty of the North Sea to the neon-tinged arcade.
- Fish and Chips – Featuring brand collaborations with Adidas, PICANTE and Local Space
END.’s creative team had a creative vision, set around a warm, humorous homage to the British seaside, this hero film celebrates END.’s roots through one of the UK’s most iconic institutions: the local chippy. A visual feast packed with Easter eggs and a limited edition adidas BW Army sneaker inspired by fish and chips. What do you have with your chips?
- Arcade – Featuring brand collaboration with Lacoste
OH SIX led the creative for the Lacoste film, developing an idea set against a nostalgic neon backdrop of arcade games and seafront fun, this piece champions the North East’s vibrant amusements. Featuring Grim Gran, Schak and Tazo, with a bespoke soundtrack crafted by the latter, Arcade captures the energy of a new generation of creators.
- North Sea – Featuring brand collaborations with Crocs and &Wander
END.’s creative team set the creative tone, a rugged, visually arresting tribute to the power and beauty of the North Sea. Shot on location on the coast of the North East, this story is about community, landscape and resilience — where fashion and nature meet.
Kate Andrews creative studio manager, END., said “Working with OH SIX was a true pleasure. Rich and the team delivered seamless production from start to finish, demonstrating remarkable ingenuity even within small budgets. Their problem-solving skills are outstanding, and they helped to take the stress out of managing a complex set of campaigns. They collaborated with myself and the Creative team extremely well and helped bring our creative vision to life with their team of specialists. They acted like an extension of the team and we wouldn’t hesitate to bring them on board again.
“OH SIX made my life easy. Even when things got tough, they had my back — stepping in as a true extension of our team rather than taking the whole thing away. They navigated tight timelines and tighter budgets with calm, care and creativity. When we needed a fresh idea fast, they came through with a corker for the Lacoste Arcade film. Being on set with them is always a highlight — they bring a brilliant crew and create such a positive, professional energy. Couldn’t have asked for better collaborators,” added Louise Amos, creative production manager, END.
“This anniversary campaign was about telling real stories, with real people, in places that matter,” said Stu Amos, Senior Creative at OH SIX. “Having someone like Grime Gran on board — who’s both hilarious and hugely popular right now — brought instant authenticity to the project.”
Crew, kit, and logistics were handled by OH SIX’s Newcastle team, keeping the work grounded in the region, while a mixture of END. Staff were selected to feature on screen and extend the crew for on-set experience.
The shoot also included paid early-career work experience for aspiring creatives from local colleges and universities, mentorship-led one-on-oness, CV sessions and practical creative exposure for local young people.
“Seeing our students move from early interviews to confidently working on set — that’s what it’s all about,” said OH SIX Producer, Ellie Naseby. “We’re helping shape the next generation of the creative industry.”
