CAMPAIGN FOR °A-C/
Services: Creative Direction, Full-Service Production.
°A-C/ is an apparel brand defined by a conceptual, industrial aesthetic with a cold, detached visual narrative. We executed an integrated, multi-format campaign to launch their new collection. The project was built on a core conceptual narrative that explored the themes of corporate trauma and systemic rejection, utilizing a high-concept dramatic structure for the visual storytelling. The final asset package included both narrative photography and dynamic video content, successfully deployed across the client's website, social media, and paid advertising channels, ensuring the entire execution maintained the brand's intended cold, depressive atmosphere and detached aesthetic.
High-Concept Narrative.
Visual Storytelling.
A strategic synthesis of multi-format media, conceptual depth, and a unified visual vocabulary.
INTEGRATING THE NARRATIVE
The campaign initiated engagement with a stylized "unboxing" video set on a concrete floor, presenting the contents of a severance package as a conceptual dramatization of corporate culture. Featured items included the worker’s badge, a custom “Burnout Special Sandwich”, and the core product.
This approach effectively communicated the central concept while serving as a direct product announcement and call-to-action for the waitlist.
We deepened the dramatic narrative through two distinct conceptual motion assets. The first focused on symbolic rejection, showing the worker's plastic ID badge melting and being cut on a pan, finalizing the ritualistic destruction of corporate identity. The second piece visualized the immediate emotional aftermath, a static scene of the protagonist in a state of depression and disarray, reflecting the consequences of their professional life.
Symbolic Destruction & Aftermath
Product Presentation for Conversion
To maximize advertising efficiency, we produced three variable edits of the product presentation video. The core footage (long-sleeve on a concrete surface) remained constant, while the video hook was varied across three different corporate artifacts: a document folder, a file envelope, and a coffee cup. This approach allowed the client to A/B test the optimal hook for paid traffic and conversion across social media platforms.
The campaign was completed with detailed product photography designed for strong social media engagement. These flat-lay images featured the clothing placed on a concrete floor, deliberately staged with the visual relics of the corporate theme: spilled coffee cup, documents, and laptop. This styling approach ensured that every product visual reinforced the entire campaign's cold, conceptual aesthetic and link to the corporate theme.
Static Product Integration
Within a three-week production cycle, our studio executed a complex, multi-format conceptual campaign for the °A-C/ brand. Our core challenge was conceptual integration and aesthetic adherence across four separate shooting environments, from on-location office sets to integrated studio-to-set production, while adhering to the high-concept narrative of the dramatic narrative of involuntary corporate exit.
This project required calculated phases of rigorous preparation, focused on two primary outputs: a unified visual narrative and a media asset pack. Preparation included the development of the concept and complex multi-location coordination across all four environments.
Post-production execution was essential: the campaign’s core required intricate photo manipulation to produce conceptually necessary primary assets that were non-physically obtainable on set. Essentially, this was an integrated, full-scale production operation to deliver a cohesive, high-impact asset pack, including multi-variant video assets designed for A/B testing strategy across promotional and paid social channels.
How we did it.
VISUAL ENGINEERING & POST-PRODUCTION
Post-production was an essential phase of this campaign, serving as the tool to produce assets required by the high-concept narrative but unobtainable through single-frame capture. Significant resources were dedicated to visual engineering to ensure both the dramatic integrity of the core concept and the optimal presentation of the apparel.
ASSET 1: FALLING DOCUMENTS
ASSET 2: THE FALL
This asset required the compilation of multiple source photographs to achieve the final visual effect. The falling documents were composited from separate exposures to recreate the authentic motion and dispersion of paper in mid-air. The final image was further refined to ensure precise product presentation and ideal lighting fidelity, maintaining a clean aesthetic.
This central image, depicting the figure's descent, was created using complex multi-layer compositing based on three distinct source frames. The process involved meticulous clean-up of the background environment to eliminate any visual distraction and ensure clarity. The central challenge was the seamless integration of the model's falling position to achieve maximum realism and high-impact visual drama, successfully translating the core narrative into a final asset.