Campaign for Pegador and Lowlights

Starting point

Hypeneedz sold limited sneakers and clothing through its own online shop. Two labels needed material, Pegador and Lowlights, and material for the phone: vertical, short, and clear within the first seconds which brand is meant.

The usual route would have been two separate productions. It became one shoot.

Approach

One location for both: the curved glass facade of a tower on Einsteinstrasse in Munich, hard winter sun, bare trees. The architecture gives the frames a structure you would have to build in a studio, and it carries both labels without the clips looking alike. The dark Pegador pieces stand backlit against the facade, the light Lowlights pieces frontal on the bank in front of it.

Seven clips between four and twelve seconds, all 1080 by 1920. The typography sits on top of the image rather than inside it: the line above says where to get the pieces, the label lettering builds up below. That keeps every clip readable with the sound off, which on a phone is the normal case.

Idea, location, camera, edit, colour and titles are mine.

Result

One set of footage both labels could draw from, out of a single shoot in a single place.