The recent “Fashion Police” debacle continues, this time between thinkBIG Communications, the agency behind the promotional video and the influencer who was featured, Saffron Sharpe.
This latest development follows a recent promotional video posted by Mediacorp’s Toggle on its Facebook page, featuring Sharpe. The video was heavily criticised by netizens for being offensive and Mediacorp has since pulled the plug on the video, taking it down and releasing a statement on its Facebook page apologising for its contents.
In an interview with The New Paper, the protagonist in the promo, fashion influencer Saffron Sharpe named thinkBIG communications as the agency behind the promotional video. Sharpe said she initially felt uncomfortable doing the video and that some of the comments were not hers but was scripted on the spot by video director Belinda Ang, founder and executive director of thinkBIG Communications.
In the same article, thinkBIG Communications was quoted saying that all parties involved in the production were briefed and aware of the creative direction of the video prior to and during the time on the set.
Marketing has reached out to thinkBIG to comment on the issue.
Meanwhile, Toggle has explained to Marketing that Toggle staff were not present at the filming of the video and is therefore not able to comment on the situation. Toggle added that it had already taken full responsibility for the video which was pulled on Wednesday night.
Since the incident, a parody of the promotional video for Toggle’s Double Trouble webseries has also made its round on the internet. The video has garnered 88,000 views in 11 hours, 2,700 Facebook reactions, 2,500 shares and nearly 400 comments.
It features Preeti Nair, a social media marketer, who comments in a similar fashion as Sharpe did in the original promo. Instead of commenting on unknowing members of the public, Nair comments on random objects found around Orchard Road.
The video was produced by and also features Youtiao666, a duo comprising of design graduates Michelle Lee and Charlotte Tan. The duo is known for social commentary and satirical pop culture references, and has seen some prominent brand collaborations with Sephora, Netflix, L’Oreal and Comedy Central.
Watch the spoof here: