Fruit Market: Live Work Play

WykelandBeal | Fruit Market: Live Work Play | Nova Studios Hull

Hull-based developer Wykeland, together with home builder Beal Homes had recently secured the go-ahead for an ambitious multi-million pound redevelopment of the area around Hull’s old wholesale fruit market on Humber Street, close to Hull Marina.

The project was to be a pivotal and high-profile element of regeneration plans for the city – and the partners wanted a film that outlined their creative vision for the area, to attract potential investors, businesses and homebuyers.

However, the building work had only just started… so what were we going to show people?

We worked closely with the partners’ marketing agency Strawberry so we could understand the creative direction they were taking. For the most part the film was shot in buzzy neighbourhoods in London – particularly Brick Lane, Spitalfields and Exmouth Market as well as mews alleys around Bayswater and Mayfair.

The film features audio from real interviews with local people talking about their hopes for the regeneration of the area, together with a soundtrack by musician/producer Steve Cobby of Fila Brazillia which was based around the visual and sonic motif of a teaspoon tapping a coffee cup.

The pacy, rhythmic edit gives an upbeat, urban, creative vibe that perfectly matches Live Work Play visuals created by Strawberry for the Fruit Market development.

The film was shot in 2014 and we’ve recut a number of times, adding more actual footage from the neighbourhood over the years. Nearly ten years later it’s still being used to promote the Fruit Market, which is now well established as one of the North’s coolest streets.