Aiming to merge the labels confident & edgy fashion DNA with Berlins unique and gritty street-art sensibility the team decided to integrate already-in-place art pieces by Olafur Eliason & JR into the project. The layering a fashion narrative on top of their work resulted in creative & productive clashes of imagery and a unique and very urban texture which suited the labels temperament very well.
Integrating all aspects of this project, such as Print, Digital, Video, Event & Marketing into a cohesive whole, the idea was to offer a tech-savvy and marketing-effective edge to the label which was showing a collection for the first time and demanded something edgy and high-energy.
An example of this thinking: The promotional event at Bar Tausend was treated more as a street-art installation where we re-cycled imagery and video from the still campaign.
The project was chasing it's own tail, so to speak...
A "fluorescent cube" was a central element which appeared in every part of this project and offered a visual "red thread" that held everything together. The cube was built with of-the-shelf material from any hardware store and literally held together with tape.
Contains some light nudity...
Marcell von Berlin: http://marcellvonberlin.com
Director: Per Zennström http://www.perzennstrom.com
Director of Photography:
Stylist: Diana Nagler
Hair & Make-Up: Ilka Jänicke
Line Producer: Kathrin Limburg
Model: Jenny Strahl
Location: CarLoft Berlin
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Per zennstrÖm is an international, contemporary fashion photographer, blogger, on-line publisher and teacher and public speaker, passionate about photography, fashion, pop-culture, new media and the space where all these things come together, mix, match and mate with business...