Concept collection
Forvr.
Concept collection
A self-initiated collection built end to end, from written direction through to a finished campaign. Nobody commissioned it. We made it to show how the studio works when it has full control of the brief.
The collection starts as a written codex, not a prompt. It fixes the palette, the light, the settings and the wardrobe, so every frame made afterwards has something to be judged against.
Pole one, street truth
Direct on-camera flash, hard shadow, deep black falloff. Chicken shops, laundrettes, wet pavement at night. Off-guard and unbothered.
Pole two, elevated myth
Chiaroscuro, subject emerging from black, marble and classical statuary. Monumental stillness, face half hidden.
Both poles have to be present or it reads as a clean render instead of a real campaign. The swing between them is the whole idea.
Palette
Sampled from the finished garments and the streets they were shot in, not picked from swatches.
Onyx
#161616 · the wash
Bone
#E7DCD1 · the type
Violet
#634D6E · the print
Slate
#21212C · colourway two
Concrete
#D1C6BB · the backdrop
Brick
#8C6B4F · the estates
The type is filled with money and the statue stands in front of it, so the monument and the currency occupy the same space. It reads as a shrine and a joke at once, which is the tension the codex asked for.
Everything downstream, the print placement, the wash, the campaign setting, is decided by this one piece of artwork.
A heavyweight hood in washed black and washed navy, with studded cuffs and shoulders and deliberate distressing through the body. The print is set deliberately low, so the pocket cuts the last word and the lockup has to be completed by the person reading it.
The collection extends to tees, shorts and a navy mesh jersey that carries the lockup arched across the back over a cracked number zero. Then the quieter pieces: black denim jorts stitched in bone with a struck coin badge at the back waistband, and a thermal longsleeve that runs engraved filigree down both sleeves, made in washed black and bone.
Detail shots are made at the same time as the campaign, not after. A product nobody can see up close is a product nobody trusts.
One world, a cast of faces, shot at night under flash and again in daylight. Eighteen of the twenty-one final frames, six garments, and the piece is exact to the flat product in every single one. Holding a look steady across people, locations and two kinds of light is the hard part of this work, and it is what separates a campaign from a folder of nice images.
This is what a full campaign looks like when the studio runs it end to end. If you want the same for your brand, the first conversation is free.