AMERICAN APPAREL

Client: American Apparel
Studio: American Apparel
Sector: Fashion
Location: Los Angeles US
Date: 2017-2018
Medium: Video

A selection of videography created whilst working for one of America's most Iconic retailers — American Apparel. Working in house, one of my core roles was as videographer; entailing production, direction filming, and editing footage; to lead seasonal campaign, promote selected garments, interview models and designers, and created animated graphics, with limited budgets and time.

Typically most outcomes would require being edited for a varied of different video formats. Often leading with a. Longer video at 16:9 aspect ratio, embedded into a website and presented on Youtube or Vimeo. Followed by a series of shorter clips, cut to square and vertical formats that were used on social media, and staggered over the course of a campaign.

American Apparel. Last Shoot in the Factory. 2015.

THE LAST SHOOT IN THE ICONIC FACTORY

The above video for a campaign to re-launch the company after having closed it's doors for almost a year. It was the last piece ever done in the iconic 'Factory', and utilises a combination of full bleed footage, cut between dynamic crop's against a black background to create a graphical rhythm, that was easily adaptable to the constraints of different film lengths, and formats.

American Apparel. Premium Basics. 2018.

PREMIUM BASICS

Exploring the relationship between Graphic Design and Film —3 different animated poster formats, played in rotation. Shot in Financial District, DTLA, due to it's iconic 1980's Architecture, and showcasing S/S 2018 Premium Basics Collection.

American Apparel. Denim #01. 2017.

American Apparel. Denim #02. 2017.

American Apparel. Lounge. 2017.

DENIM & LOUNGE CAMPAIGN FOOTAGE

Three videos containing the A/W 2017 Denim Campaign footage. Shot using an iPhone in the Hollywood Hills.

American Apparel. Liana — Fisherman Pullover #01. 2017.

American Apparel. Liana —Fisherman Pullover #02. 2017.

PRODUCT SPECIFIC ADVERTISING

Short clips featuring Liana, demonstrating the virtues of the timeless American Apparel Fisherman's Jumper. Designed primarily for Instagram, this is one example of a regular output of product focused video's.

Chromatic Animated Adverts. Green. 2017.

Chromatic Animated Adverts. Blue. 2017.

Chromatic Animated Adverts. Red. 2017.

CHROMATIC ANIMATED ADVERTS

Short moving adverts embedded into LCD billboards; for party and disco campaign range. Utilises chromatic backdrops matching the garment colour and multiple camera recording for aesthetic affect.

American Apparel. Lounge #01. 2015.

American Apparel. Lounge #01. 2015.

REAL INFLUENCERS

A selection short interviews from the 'Real Influencers' campaign. Showcasing disruptive characters within the field of identity and performance from Los Angeles.