amachi 2021AW Campaign

DIRECTION, 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。ストーリー作りをはじめ、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を担当。コロナ禍の撮影ということもあり、病原菌や人間による自然破壊行為を探究。「自然を中心としたファッション」という立ち位置、関係性を表現すべく、人間が感じる居心地とは正反対のロケーション探しと絵作りを追求しました。

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