Abercrombie & Fitch
RoleDirector of photographyDeliveredThe finished film and cutdowns.AgencyR/GAShot inNew Albany, Ohio
A lifestyle and fashion campaign for a site redesign that changed with your local weather. We shot the same models in raincoats and in summer clothes, so whatever it was doing outside your window, the page matched it.
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01Interview cut · 0:30
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05Vertical cut · 0:15
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One shoot.
Two campaigns.
Every weather condition needed its own film, so the lighting cues and positions were all built in from the start. We moved cue to cue, and the stills were shot in the same light.
Off the shoot
- Motion · shot
- Stills · the director
- The Abercrombie site, the films as a main feature and the stills alongside them, plus press, paid and organic social