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Tag Archives: fashion industry

Better Half’s Mobile First Campaign Pays Homage to Vans Warped Tour After 25 Epic Years



Creative studio Better Half created 25 unique episodes released daily across all of Vans Warped Tour’s social channels, approaching the ambitious idea of capturing the myriad aspects of Warped Tour’s history with a confident hand and a cutting-edge aesthetic.

To begin creating this mobile-first docu-series, Better Half’s archival and design team sourced and sorted through 800+ hours of footage, as well as 10,000+ photographs taken from 1995 – 2018.

“Better Half took our creative vision for this project and delivered beyond what our team & partners envisioned. It was a pleasure partnering with them and to see the wonderful fan responses their work elicited”. -- Adam Nelson, Branded Content Producer at Vans

With episodes ranging from “The Nightly BBQ” to “All About the Side Stages,” Better Half shot 44 hours of interview footage with musicians, legends and the extended Warped family, in order to bring the narrative history of this crucial culture to life.

Meanwhile the animation team created 50+ custom animations and illustrations, amping up the archival footage and incisive interviews with eye-popping collages and dramatic visuals. Animations were first illustrated in Photoshop then brought to life in After Effects, while some of the hand-drawn elements were also animated in Photoshop.

Credits:
Production: Better Half
Animation/Illustration/Title Design: Better Half
Edit: Chris Amos @ Final Cut
Poster Design: Dewey Saunders

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Bindery Creates New Campaign for Bombas Starring Dan Marino


NYC-based indie film & content studio Bindery is behind a new, pun-filled campaign for sock company Bombas starring Hall of Fame quarterback Dan Marino.

The broadcast and digital/social effort touts the DTC brand's super comfortable Merino Wool socks - just in time for football season and colder weather. 

In the :30 spot, titled “Best Damn Merinos,” confusion breaks out in a locker room after a man repeatedly declares that his Bombas Merino Wool socks are so comfortable, they really are “the best damn merinos.” The problem is that everyone thinks he’s referring to Dan Marino. 

The payoff comes at the end of spot when Dan Marino himself appears with a tongue in cheek product plug. “Some might say they’re best damn merinos,” he says. “Not to be confused with me, the best Dan Marino.”

In addition to the :30 spot, the campaign also includes a :60 and two :15’s. 

For every pair of socks it sells, Bombas donates a pair to a homeless shelter - where socks are the #1 most requested item. Bombas recently celebrated its 20 millionth pair donated. 

CREDITS

Client: Bombas
Campaign Title: Best Damn Merinos
Creative/Production/Post: Bindery
Founder: Greg Beauchamp
Executive Producer: Carter Collins
Producer: Drew Toresco
Director: Jeff Chan
Director of Photography: Greg Wilson
Head of Post Production: Jen Gothard
Editor: Matt Dunne
Color: Company 3
Senior Colorist: Tim Masick 
Sound Mix: One Thousand Birds 

Bombas:
Co-Founder, Chief Brand Officer: Randy GoldbergCo-Founder, Creative Director: Aaron WolkCopywriter: Sam BartosVP, Content: Jessica KrantzVP, Partnerships and Communications: Emily Hoffsetter

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DIESEL Takes on Returning Worn Clothes in its New Fall campaign



You may have heard of the term “Wardrobing.” The word is used for the act of buying an outfit, wearing it and returning it after. A lot of people do it—it’s a rising trend, and most fashion brands struggle with how to handle it.

Not DIESEL though, which introduces its new Fall campaign, aptly called “Enjoy Before Returning”: a playful, nonconformist stance on this controversial topic. Rather than condemning wardrobing, the brand comes to terms with it. If shoppers are going to buy, wear and return an item anyway, why not fully enjoy it in the process?

To illustrate DIESEL’s point of view on wearing and returning, the campaign’s photographs and videos have been shot and directed by photographer Angelo Pennetta.



Penetta’s imagery lenses wardrobers wearing DIESEL’s new Fall collection, along with watches and eyewear products. All of the items—including separate watch still-life visuals shot by the photographer Roberto Badin—share the common thread of “wearing the tag out.”

A self-ironic film—directed by Similar But Different—will be released just before New York Fashion Week. The video portrays different party goers enjoying the night in DIESEL outfits with the tags prominently on display—outfits they will seemingly return the next day. Throughout the film, a voice over will ironically recite DIESEL’s return policy. The point? DIESEL does not condone the act, but it will not hold it against you.



Following the release of the film, DIESEL will host a “Return Party” at London Fashion Week.

The campaign’s overall creative concept and execution was handled by Publicis Italia.


CREDITS

Agency Credits
Creative Agency: Publicis Italia
Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
General Manager: Daniela Di Maio
Creative Director: Thiago Cruz
Creative Director: Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Copywriter: Sébastien Rouvière
Art Director: Andrea Sarcullo
Digital Account Director: Ilaria Castiglioni
Account Director: Filippo D’Andrea
Account Executive: Mirko De Martini
Senior Strategic Planner: Monica Radulescu
Social Media Manager: Doina Tatu
Head of TV Production: Francesca Zazzera
TV Producer: Erica Lora Lamia
Art Buyer: Caterina Collesano, Marcella Garutti

Film Credits
Director: Similar But Different
Production company: Smuggler
Executive Producers: Fergus Brown and Chris Barrett
Producer: Javier Alejandro
DOP: Kaname Onoyama
Stylist: Luci Ellis
Music Production: Sizzer

Photography & Product Videos Credits
Photographer/Director: Angelo Pennetta
Production Company: Art Partner
DP: Errol Rainey
Stylist: Julia Sarr-Jamois
Casting: Julia Lange
Make-up: Lotten Holmqvist
Hair: Syd Hayes
Nails: Anatole Rainey
Set Design: Alice Kirkpatrick
Choreographer: Ryan Chappell

Still Life Credits
Photographer: Roberto Badin @1806 Agency
Production Company: 1806 Agency
Post Production: Diego Speroni @1806 Agency
Set Designer: Martina Lucatelli

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Real-Life Couples Get Intimate in Between Me and Mycalvins Campaign for Calvin Klein Jeans



Calvin Klein Jeans unveils its fall-winter 2019 campaign starring real-life couples. Called, Get Between Me and Mycalvins, Director Neel Majumder and Photographer Theo Wenner capture models and entertainers in romantic shots. A diverse cast includes Lexi Boling and Ben Allen, Selena Forrest and Aqua, Iris Law and Jyrrel Roberts as well as Abby Champion and Patrick Schwarzenegger. Fall denim styles include jean jackets, logo embroidered separates and athleisure designs.

Brand: Calvin Klein
Campaign Name: Get Between Me and Mycalvins
Category: Clothing
Photographer: Theo Wenner
Director: Neel Majumder
Model: Abby Champion, Lexi Boling, Selena Forrest
Published: August 2019

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RW&CO. Scores with NHL and Olympian Ambassadors For Fall 2019 Campaign


RW&CO. is pleased to announce the signing of seven ambassadors representing Canada from coast to coast, including Morgan Rielly (Toronto Maple Leafs), Mark Scheifele (Winnipeg Jets), Johnny Gaudreau (Calgary Flames), Phillip Danault (Montreal Canadiens), Tessa Virtue (the most decorated female ice skater in Olympic history), Ashley Callingbull (Mrs. Universe 2015, First Nations activist, actress and model) and Karine Vanasse (award-winning actress).

RW&CO. FALL 2019 SUITING: Performance meets fashion
Performance Meets Fashion is at the heart of RW&CO.’s Fall 2019 suiting campaign starring Morgan Rielly (Toronto Maple Leafs), Mark Scheifele (Winnipeg Jets), Johnny Gaudreau (Calgary Flames), and Phillip Danault (Montreal Canadiens)



As a leader in the menswear arena for over two decades, RW&CO. is going on the offensive with its suiting launch, both highlighting the brand's promise of versatile apparel and playing up the performance attributes of their latest line of suits. This is a major power play for the brand. "It's so inspiring to see such hockey icons wearing our performance suits," says Lora Tisi, President RW&CO. "When I see that in the stores, the magic just takes place. When you watch a young man connect to his favourite icon in a store and then be able to reach into the rack and pull out the suit that's in the campaign imagery, the magical moment takes place there. You see him transform."

The 40 hour Performance Suit, as well as other options from the collection, is available in a variety of fits: from slim and tailored to athletic, ideal for the weekend warrior or gym-goer who needs more space around the biceps, shoulders, and thighs. Performance meets fashion means exactly that: it's the promise of versatile apparel that doesn't just look dapper but is built to last, can keep the athlete, the businessman, the Dad of five going no matter what life throws his way.

The collection's performance suit built with COOLMAX® ALL SEASON technology is another fantastic option. Equipped with cutting-edge moisture wicking capabilities and breathable fabrics, this suit is perfect for the man with an active lifestyle.

So what does Performance meets fashion mean to our roster?

"I really think it's important to look good and be comfortable, explains Rielly, the Toronto Maple Leafs Defenceman. "I think that's performance meets fashion, that's certainly what we have here."

It's like getting ready for your game, says Danault. "If you look your best, you're going to play your best."

For Scheifele, simplicity and ease are essential to performance: "Fashion for me is pretty simple. I like to be relaxed, I like to be comfortable. I think that is the biggest thing for me."

Gaudreau, is of a similar view. "I think about top athletes and it's pretty cool to see some different styles in the various leagues."

The athlete-approved collection goes to show that the men's customer really can have it all. The perfect union between top-shelf fabrics and functional aspects, the collection's performance suits are all built with specific attributes: comfort, movement, stretch, recovery, wrinkle-resistance (to name a few).

RW&CO FALL 2019: Inspiring Women of Canada
This is also the first time RW&CO. is working with female ambassadors. Three Canadian muses: Tessa Virtue (the most decorated female ice skater in Olympic history), Ashley Callingbull (Mrs. Universe 2015, First Nation's activist, actress and model) and Karine Vanasse (award-winning actress).

"I mean, for us, this is a game-changer," says Tisi. "The whole idea of women empowering each other is such a critical element of the entire campaign."

The women's campaign boasts its own philanthropic initiative, #RWGIVES. In the spirit of giving back to the community, all three ambassadors will be giving back a portion of their campaign proceeds to the charity of their choice. For more information on the #RWGIVES movement, please visit rw-co.com

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adidas, Hypebeast, and Fin Design + Effects Unveil Futuristic New OZWEEGO Campaign



Futuristic New OZWEEGO Campaign for adidas from Adstasher on Vimeo.

adidas and Hypebeast unveil a slick new campaign to promote the new adidas originals OZWEEGO for the Chinese market. The commercial features a star-studded cast of C-pop idol Jackson Yee, Japanese influencer Lala Takahashi, and rapper-producer Dough-Boy. Hypebeast enlisted boutique design and VFX studio Fin Design + Effects to craft the mind-bending VFX for the film.

Directed by Crystal Choi (Creative Director at Hypebeast), the 30-second campaign film is centred around the theme of reworking the past to create a new future. A series of montages show the evolution from the 1998 classic OZWEEGO to the new futuristic design. In line with this theme, a modern 3D printer replaces the traditional chisel and hammer Jackson Yee uses to craft the new shoe. Other playful sequences include adidas-clad mannequins springing to life to march alongside Lala Takahashi, and Dough-Boy morphing into cuboid graphics as he performs on stage.

Fin Design + Effects was tasked with creating the futuristic flourishes to complement the theme of the film. Fin’s VFX Supervisor Justin Bromley was on the shoot with the director in Shanghai to advise on the technicality of the VFX in relation to the shots, after which the post production was handled by Fin’s Sydney studio.

Alastair Stephen, Head of Visual Effects at Fin Design + Effects, comments: “Hypebeast’s Crystal Choi approached us with a refreshingly clear and succinct vision. This was one of the things that initially drew us to the project as we knew we could get stuck into the production straight away – leaving ample room for creative adjustments. Crystal had very clear references for the visuals she wanted and was open to technical advice on how we could craft this. It’s a very design-centric spot, so our main challenge was constantly being mindful of achieving visuals that were true to Crystal’s design sensibility. It was a pleasure to build on our body of work with adidas and Crystal was very collaborative and clear; I think the sleekness of the spot is testament to that.”

Speaking on the process, Fin VFX Supervisor Robert Grbevski comments: “Technically-speaking, the film required us to cover a whole range of CG disciplines. It made for an interesting palette of design, ranging from more abstract sequences such as the cuboid figures, which were achieved in Houdini, to the more traditional photoreal effects such as the mannequins, which we achieved in Maya. We executed most of the work in Houdini – for example where the old OZWEEGOs evolve into the new model – as it was well-suited to the design-centric nature of the project. Compositing was all finalised in Flame.”

About Fin
Fin is a boutique design and VFX house based in Sydney, Melbourne, Shanghai and Singapore. Established in 2001, Fin is home to Australasia’s most highly awarded, close-knit team of VFX artists, designers, and producers. Our collective experience allows us to approach all projects with an individual tailored approach. With the converging digital landscape, we strive to be continually placed at its forefront and our unique flexibility is matched with a passion and energy to foster creative partnerships and collaborate with clients.


CREDITS
Client: adidas
Product: OZWEEGO
Agency: Hypebeast
Production Company: GTONE
Director & Creative Director: Crystal Choi
Post Production Company: Fin Design + Effects
VFX Supervisors: Justin Bromley & Robert Grbevski
Producer: Isabelle Howarth
Head of Visual Effects: Alastair Stephen

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Nicole + Felicia Couture 2019 Fall-Winter Campaign


Taiwan-based brand Nicole + Felicia Couture unveils its fall-winter 2019 campaign. Starring leading faces Elsa Hosk and Jessica Stam, images are captured by Dennis Leupold. Neel Majumder as executive Creative director features dreamy designs. The pair pose in diaphanous gowns as well as bridal dresses.



CREDITS
Ad title: Nicole + Felicia Couture 2019
Ad Brand: Nicole + Felicia
Model: Elsa Hosk and Jessica Stam
Executive Creative Director: Neel Majumder
Photographer: Dennis Leupold
Makeup: Mia Yang
Styling: Marco Minunno
Agency: Image Work


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Nicole + Felicia Couture 2019 Fall-Winter Campaign


Taiwan-based brand Nicole + Felicia Couture unveils its fall-winter 2019 campaign. Starring leading faces Elsa Hosk and Jessica Stam, images are captured by Dennis Leupold. Neel Majumder as executive Creative director features dreamy designs. The pair pose in diaphanous gowns as well as bridal dresses.



CREDITS
Ad title: Nicole + Felicia Couture 2019
Ad Brand: Nicole + Felicia
Model: Elsa Hosk and Jessica Stam
Executive Creative Director: Neel Majumder
Photographer: Dennis Leupold
Makeup: Mia Yang
Styling: Marco Minunno
Agency: Image Work


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