FLOAT APPAREL

The campaign that I got my reference was from the New Balance 990v3 campaign released in 2012 as part of the ‘Made in USA collection’ where the used nature and mountains as part of the outdoor feel. Mostly this shoot was about trying to echo the lifestyle and culture of Float, which is Surfing, Skating, Events and Hiking, for this one I was focusing on the theme of Hiking. The whole shoot was done in various outdoor location, and use of lighting for that dramatic high end fashion look. The combination of the location which were mountains, nature reserves and botanical gardens plus the lighting was to give the sense of freedom, security, confidence and quality.

My product is clothes. Though more focused on lifestyle shots then product shots, stills and videos is part of the deliverable to emphasise that Float is a high end street fashion brand, striving for quality, and very utilitarian in whatever activity you conducting whether hiking, skating, cruising or having lunch with your friends it all can be done it style as long as you wearing Float.