A lifestyle campaign for a printed T-shirt, shot on the decks of a multi-storey car park. Grey concrete, white bay lines and flat overcast light keep everything neutral, so the gridded black-and-white print is always the strongest graphic in the frame.
The set moves from portrait to detail to action to flat lay, the structure a brand would use across a product page, a lookbook and its social channels.
02.02
The second frame of the pose. Small shifts in the hand and the tilt of the head turn it into a choice between two moods, one guarded and one relaxed.
02.03
Two models stand shoulder to shoulder in the same white shirt, his thumb hooked in his belt, her head turned away. The parking lines behind them box the pair in.
02.04
A tight vertical crop that cuts the face at the nose, leaving hair, collar and print. Dark curls fall across the shirt and soften its hard grid.
02.05
A raised arm and bare waist angle across the frame against a sloping concrete ramp. The diagonal gives a still product shot a sense of movement.
02.06
The print fills the left of the frame, pin-sharp, while the second model falls out of focus on the right. The shallow focus points the eye straight at the product.
02.07
The skater is caught at the top of an ollie, arms out, board level beneath him. The blue walkway and empty bays put the shirt in the place it is made to be worn.
02.08
Shot through an open car door, the model is boxed in by the car's frame and lit softly from the side. Head down over his phone, he gives the campaign its most everyday moment.
02.09
A flat lay built around the shirt: trainers, a checked cap, a handheld console and a phone. Each object places the shirt in a particular taste and generation, and the white space keeps the print central.
02.10
The shirt alone on dark tarmac, laid square and shot from directly above. A plain product record that ends the set on the garment itself.
