F*IT THE LABEL
F*IT has been a long-time client of ours for well over five years and in that time, we’ve produced countless campaigns and created a wide variety of stills and motion content for them - spanning from their initial opening phase with stages of pre-hype marketing, to ongoing promotional content for seasonal launches, new trainer profiles and special member events amongst other things.
This particular campaign however was a significant departure from anything we had created together in the past - whilst previous promotional shoots were always confined to the four walls of the studio space, the release of F*IT’s first major merchandise range ever for SS/19 was the perfect opportunity to change things up a little. Although there were some minor challenges faced prior and on the day (delays with stock landing in Australia, less-than-ideal weather conditions for our day of outdoor shooting along with tight deadlines between shoot day and release) - it all came together with the support and hard work of an incredible team!
There were a significant number of assets for this release, for usage across multiple platforms. These include:
- 5x 20sec promotional videos (2x studio, 3x location) for release on Instagram/FB
- 40+ retouched stills for online store and social media usage
Spring Apparel Campaign
Creative Direction: Chivy Chan + James Tan
Photographer/Videographer: James Tan
Styling: Chivy Chan
Models: Chivy Chan, Tanner Basol, Cassandra Luca, Dean Young
Vehicles provided by Lorbek Luxury Cars