• CREATIVE DIRECTION
Calibre Menswear Head Designer Ty Henschke approached us to do some visuals for the top Australian menswear brands social media content stream. With every project we approach there is no alternative than to give our best. We suggested a little known Salt Lake on the outskirts of Melbourne as our location and began to build a team. We pulled in legendary Australian model Ben Swift. My second Mark Stanjo my second lenser at the time to cover behind the scenes. And makeup duo Lisa Ivey & Matt Hunter for grooming.
We were heavily inspired by new hue and colour raw processing techniques we had developed shifting Blue skies to Aqua. It stuck and became a running theme for future work. Adding to this we felt a need for ultra simplicity was in the air. A friend introduced us to the concept of "Occams Razor".
"His principle states that among competing hypotheses, the one with the fewest assumptions should be selected". - Wikipedia
Basically put into practice we have used the concept to start our creative process from its essential elements and build up. Using simplicity to start with your end result always has the perfect amount of elements... Nothing more, nothing less. This is how we now approach our work.