A new website for Collective – The premium clothing company that values process, participation and social integration.
FriendsOfOurs set about creating the tools and content to launch and promote this new business.
We established early on a need to drive sales, promote Collective as industry thinkers and launch the business with a strong identity. We created a website that integrated enterprise eCommerce, blogging and sharing tools, and set about creating a unique video promo for use online.
Working with good friend
Jonny Charles Harris, we explored a range of video treatments and the result is an ephemeral, powerful and precise work.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. The shoot was directed 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. To spread the word about this great new clothing label, we also cut a full length promo to be seeded across the internet and drive traffic.
