How we Explore Movements With a Fashion Campaign

Levi’s new line of denim, Levi’s Engineered Jeans is all about contemporary youth lifestyle, crafted flexible, sporty, and versatile to complement the brand’s youthful look. Based on these identities, we explored several concepts for the campaign — youth, versatility, and movement.

Among the three concepts, one that stood out was movement; we took this concept and ran with it, coming up with ways to showcase the movement through multiple different approaches. We worked together with some of Indonesia’s young creators, and combined with the idea of youth and versatility, we came up with a campaign series utilizing photography, moving images, and fashion films.

Photography was developed to showcase the accents within the dynamic movements, emphasizing frozen moments in time. This allowed us to play around with freezing poses and movements through classic photographic looks to emphasize the denim’s design.

Moving images, on the other hand, served as an exploration of movement within photography, either spatially or temporally. We explored a stroboscopic inspired technique to emphasize different moments in time within a certain action and a stereoscopic inspired technique to explore camera movements within one moment in time.

Finally, we explored how fashion film captures the dynamics not only temporally, but also emotionally through cuts and music. The fashion film again allows us to experiment with movements and dynamics, but this time in a completely different context.

NYRA studio is a creative production company crafting engaging and meaningful visual stories for brands and companies through video, film, and photography. You can follow us at our Instagram here.

Adhytia Putra is the photographer and creative lead of NYRA studio. You can stalk his antics in his Instagram here.