Online Video Fashion Promo
Dir. Jonny Charles Harris
Photography. Drew Cox
Digital Agency. FriendsOfOurs
Client. Collective

Collective is a clothing brand dedicated to fostering enterprise in developing economies in order to promote international development.

Working closely with digital agency FriendsOfOurs (friendsofours.com) our aim was to conceptualize and conceive a video that would form an integral part of Collective's homepage (wearecollective.com), communicating their values and message in a visual way and working cohesively with the overall design and branding.

The concept of the video was to invite everyday people off the street to take part: their personalities bringing colour and life to the images. I directed the shoot so they were filmed in a series of different lighting setups, using a number of the same movements and poses. The idea behind this was to give the effect seen in the video, where it cuts seamlessly between the different people.

The video was edited and programmed so that every time you go to Collective's website, you will never see the same version. This was done so all the people in the promo were represented equally. As well as the online version of the video, I also edited a full length promo specifically cut to the track (as seen here). We wanted to blur the lines between a music video/advert and conceptual film piece to form part of an online marketing campaign.