The most recent ads from Carhartt that we produced together with the boys from Laneta production have finally came out! This is Laneta’s second advertising campaign with the brand. A couple of years ago, Laneta created a great video “Skateboarding in Slow Motion” while last year I introduced the “Rain ad serie”. It became quite evident that Laneta and I should again work together on this new project.
The original idea of the “Dust Ad Serie” is inspired from an earlier work I made for the special issue of the 50th publication of Erosion magazine. For this cover I used artifical smoke so we could visualize the contrast of white smoke with a black background. I became fascinated with this concept and started to think of new ways of creating this effect with new elements, this is when the “Dust serie” was born. We used flour instead of smoke, and the results really surprised all of us! In addition to the series of pictures, we also opted for video footage in order to bring more strength to the project.
- Cover Erosion 50
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Los ultimos anuncios de Carhartt que realice junto con los chicos de Laneta productions al fin han visto la luz. Para la productora y para mi era la segunda vez que trabajabamos con la marca, mi primera vez fue el pasado año cuando trabaje con el proyecto “Rain Ad serie” y para Laneta dos años atras con un buen video llamado “Skateboarding in Slow Motion“. Era de esperar que pronto trabariamos juntos y este era el momento.
La idea original de “Dust Ad Serie“ viene de un anterior trabajo que hice para la portada 50 aniversario de la revista Erosion, para esta portada use humo artificial y me facino tanto el contraste de la masa de humo con el fondo negro que quise investigar y desarollarlo con otras variantes. Para este nuevo proyecto integre humo en el raider pero era muy complicado hacerlo de esta forma asi que me decante por una opcion algo mas sencilla, la de usar harina. El resultado fue soprendente a tal punto que para que el proyecto tuviera mas fuerza y fuera mas completo, llamamos a la productora Laneta para hacer un footage.
>Here is the series of 4 pictures we realised with two Carhartt’s riders:
Jan Solenthaler & Jerome Campbell
Jan Solenthaler – Heelflip
This is from the photo that made us “wet” the most: the idea was to take the picture from a dyke. We had to shoot from the sea, the water was up down our hips and it was full of sea urchins in there!
The dyke floor was impracticable for skating so it was very hard for Jan Solenthaler to land the trick, the skate was going again and again in the water but after four hours we got this amazing shoot which is my favorite of the series.
Jan Solenthaler – Frontside board
Jerome Campbell – Ollie
Jerome Campbell – 360 flip
A spot like this is very hard to find and it would have been a mistake not to include it in this serie because it was the perfect recipe: it is increible for skating, it is very wide, in the middle of nowhere and the cherry on the cake is that Jerome Campbell has got a very stylish 360 flip. To all these ingredients, we added two points of lightning to give softer lines. The taste: the perfect mix to show the global idea of this project!
Photography set up:
Camera: Hasselblad 201F
Lens: Zeiss 30mm and 150mm
Film: Kodak E100G
Flashes: 2 Elinchrom Ranger AS & 2 Sunpak 120J
Footage:
I want to thanks everyone who has been involved in this project.
Related post:
Carhartt
Carhartt Dust Ads
Carhartt Rain ads serie
Laneta
Laneta x Carhartt “Skateboarding in slow motion video”
