After two successful video campaigns together, END. Clothing came back to us for their collaboration with C.P. Company. They wanted something bold and dramatic that showed the durability of the range, and deep sea fishing was the concept – the right place to demonstrate waterproof, hard-wearing fabric. I produced and directed it.
We took a single model out on a small fishing boat to shoot the product in situ. The weather was severe and the water was rough. The imagery was captured between bouts of seasickness, and the camera team had to be chained to the boat to keep them from going overboard. We got the footage.
I sent END. the creative document in February 2023 and the shoot was pushed a fortnight by the weather to the second week of March. In June we cut new versions for END.’s homepage banner – one with the film border from the campaign and one without. They went with the one without.
Back in the office the edit team built a kinetic cut with VFX. We filmed extreme close-ups of the product in our studio to add texture while keeping the nautical theme, and delivered multiple versions and cutdowns for the wider digital campaign.
