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Problem:
FMF was/is able to come to us with broad concepts and we are able to provide a clear creative direction, find locations and models to match, shoot and edit the content, and deliver with a remarkable turnaround time and budget.
I handle all Creative and Business elements for FMF. FMF's Goal with every drop is for the marketing content to be unique in some way relative to previous collections. This most recent collection, for example, was a "Space Bounty Hunter" theme, so the artistic direction for the majority of the content was to give the impression of our models being on another planet.
Solution:
We scouted locations and took a team to a small coastal town in Oregon, where we could remove ourselves from civilization and find otherworldly landscapes (we used the rocks on the beach as "space rocks", we chose terrain that intentionally looked unrefined and difficult to navigate). We used cinema-inspired color grading on the photo and video content to capture some of the same feeling as Star Wars' desert scenes, which was a heavy influence in the clothing design process as well. We also produced context-providing content to preface the short film to ensure the message of FMF was understood and captured in a way that everyone was proud of.
FMF values transparency, so we made sure to respect and capture BTS content of the shoot which is used with consistent graphic branding to compliment the more "dramatized" posts, to show the small team aspect that is so key to FMF's Branding and mantra.
