It seems to come around quicker every six months, Areté’s Hair & Lifestyle Campaign.
I thought it would be hard to top what we created last season but here we are.
Another stella job done by the same team we’ve had since day one where each of us get to flex our creativity. During the edit and grade I called upon my influences of early 70’s film and home video (Super 8) that also fed into the BTS video where I’ve echoed the structure of film as well as the paneling sometimes seen in advertisements of the 60’s and 70’s. With most fashion houses heavily referencing a 90’s aesthetic this summer I don’t think Areté is ready to visit that, especially not in such a direct way anyways, and it’s good to stand out no?
I mainly used the DJI-Ronin S for this shoot but I explicitly didn’t want to it too look gimbal heavy (none of that flying around everywhere glitchy rhythmic push-in and speed up nonsense that’s done the rounds over and over). On reflection I see that I could have come off-gimbal in areas as maybe fell into clichés a bit, sickening I know, but that’s what pushes me to try and be as original as I can when working with branded content.