amachi 2021AW Campaign

DIRECTION, PLANNING, PRODUCTION, PHOTOGRAPHY & VIDEOGRAPHY WORK

OVERVIEW
Worked for overall direction of the advertising visuals for amachi's 2021 Autumn/Winter collection. This included creating the storyline and overseeing the direction of visuals such as videos and photos. Given the challenges posed by the COVID-19 pandemic during the shoot, we delved into the exploration of pathogens and human-induced acts of environmental destruction. In an effort to express the brand's positioning as 'fashion centered around nature' and the associated relationships, we pursued locations that were the opposite of what humans typically find comfortable, seeking to convey a sense of discomfort in contrast to the human perception of nature.

メンズファッションブランドamachiの2021AWコレクションの広告ビジュアル。
企画、構成、映像、写真などのビジュアルに関わる全体のディレクションとプロダクションを担当。コロナ禍における撮影という背景のもと、病原菌や人間による自然破壊行為をテーマに探究。「自然を中心としたファッション」とその関係性を表現するため、居心地の良さとは正反対のロケーションを選定し、広告ビジュアルを制作。

TEAM CREDIT
CLIENT: amachi
DIRECTION & PLANNING & PRODUCTION: BAKS
PHOTOGRAPHY & VIDEOGRAPHY DIRECTION: GO MINAMI
LOCATION: KUMAMOTO