A NEW CODE OF LUXURY
Exploring the intersection of light and contrast through various mediums, MATTE and Palm Angels collaborated to build an unconventional, cryptic campaign to elevate the launch the of brand’s new shoe - the university sneaker.
CREATIVE WAY IN
Interpreting the university sneaker for creative output, matte leaned into the collegiate look, feel, and language inherent to the shoe - with a palm angels twist.challenging traditional codes, matte created a photo and video campaign with an insubordinate undertone through selective and exploratory production techniques, building a mysterious aura around the sneaker and those who wear it.
A STUDY IN CONTRAST AND TEXTURE
PARTNERING WITH PHOTOGRAPHER WILLIAM ARCAND TO INTERPRET THE SNEAKER AND TALENT THROUGH ANALOG AND DIGITAL, A MIX OF SET DESIGN, IN-CAMERA TECHNIQUES, AND COLOR CONTRIBUTED TO A WORLD OF RICH CONTRAST and TEXTURE THAT FED INTO BRAND AND CAMPAIGN ETHOS.
“It was a day full of exploration and creativity with an amazing team. We tried different technique to find the perfect balance between tones and colors to highlight the sneaker. Very happy with the result.”
EXPLORATORY LIGHTING METHODS, CAMERA MOVEMENT AND SPRAWLING SET SPACE ALLOWED FOR A VARIETY OF DYNAMIC MOTION AND FRENETICISM - A CONSTANT IN MATTE’S VIDEO APPROACH FOR THE CAMPAIGN.
Toggling light and camera techniques across set-ups, each scene introduces the feeling of a new environment entirely, through stark mixtures of light and dark - tonally consistent with the project’s cryptic nature. combinations of sneaker detail hits, talent, and varied wides work symbiotically with each set-up.