Freemans has put a lampshade at the heart of a spot designed to reinvigorate the online retailer.

“Made you look” is MullenLowe’s first work for the brand since it won the account in June after a competitive pitch.

The 10-second ad, directed by Alexandra Green, features a women in pink wearing a matching lampshade on her head. She then parts the tassles of the shade to reveal her eyes, all to a funky beat and clapping hands. It was created by Nina Griffiths and Charlotte Robins.

The campaign is aimed at a female 45-plus audience and will span all media in a phased rollout, beginning on Freemans channels on 14 September and airing on TV on 25 September. Media was handled by iProspect.

Freemans is well known as a catalogue brand and the campaign is about “breaking the link with the catalogue”.

Richard Cristofoli, chief customer officer at Freemans.com, said: “We started our digital transformation journey three years ago and have delivered enviable growth. Never a business to rest on our laurels, we wanted a new and fresh way to communicate to existing customers and attract new ones.

“With the help of the team at MullenLowe we have a creative execution that puts product front and centre and showcases the breadth of our offer across fashion and home in a way that you simply can’t miss. Punchy, bright, bold and cheeky, it’s designed to interrupt the busy cadence of customers lives and tell the story of who Freemans is today.”

Nicky Bullard, group chief creative officer at MullenLowe, said: “Freemans democratised fashion. When I was a girl, this was a way for me and thousands of others to access style we could never have afforded otherwise. The brand still does that, but now online. We needed to show the breadth and quality of Freemans, and do it in a fresh, witty way that you just couldn’t ignore.”