Hypeneedz: Autumn and Winter Campaign

Starting point

Hypeneedz Basics is the shop’s own line. The autumn and winter pieces needed a campaign that does not look like a catalogue.

The line is small: a fleece jacket panelled in grey and black, a black hoodie to pull over rather than zip, cut with dropped shoulders, a black and a blue pair of jeans, and two beanies, one grey and one black.

Quiet pieces. Cut out on white they would be invisible. What makes a piece like that interesting is not the piece, it is where it is worn.

Approach

No pure studio setup and no cutouts. Part of it was made in the studio, the larger part in the Olympic Village in Munich.

The location does half the work. The concrete terraces, the stairs and the coloured pipe runs known there as Media Lines, each street with its own colour, give every frame a structure you would otherwise have to build. In this set the green ones run through, along with yellow railings, brick steps and a grey October sky.

Lighting came from two Profoto flashes. That is the difference between a picture taken under a grey sky and one that looks like it: the daylight stays as the mood, the flash brings the piece forward.

One model, one session. Stills and motion were made side by side, so that the look and the cut match instead of two campaigns standing next to each other.

Several kinds of output came out of the same material: animated vertical stories with the lettering and the release date, an image film, short ad clips for each piece, and the quiet frames for the shop and the channels.

The banners say when the pieces arrive, not what they cost. For an own line the date is the news.

The photographs were taken on 13 and 14 October 2023, the moving versions in the weeks after.

Result

Forty-two files from one session that carried from October into December: stills, stories and clips for every piece in the line.