Blowhammer SS24 Campaign
Client
Blowhammer
Year
2024
Role
Visual Design, Production, Video Campaign
From concept to production: print files, adapting artworks to garments and quality control at the print shop. For the campaign video, editing, post-production and sound design.
Brief
SS24 tells the day of those who live club culture: morning, afternoon and night become three narrative moments, each with its own set, its own light and an in-camera timestamp. The collection and campaign were developed within the creative team led by the Art Director, following the project from garment production through to the shoot and the final video.
Credits
- Creative Director / Piero Unisono
- Photographer / Nina Galante
- Edit & FX / Joseph Di Gennaro
- Footage VHS / Mauro Simonetti
- Styling & Grooming / Ileana Nuzzi
- Stylist / Alessandro Chelazzi
- Backstage photo / Piero Corvo
The campaign video condenses the three phases of the day into thirty seconds: morning, afternoon and night flow like three shifts in energy, light and rhythm. Within the creative direction of the Art Director and the team, I fully handled editing, post-production and sound design.
The day starts against a white wall: flat light, collection prints pinned up like a mood board. It's the daytime side of the wardrobe — black garments, graphics up front — with the timestamp burned in-camera like on a contact sheet.
The afternoon is a solid red backdrop, campaign prints flying through the frame: the loudest hour of the day, one technical garment after another.
Night closes the loop: darkness, cables on the floor, the hard light of a flash. It's the brand's home turf — the club — and the technical garments go back where they belong.
Behind the scenes of the shoot in Piero Corvo's black and white photographs.
A behind the scenes of the collection, between production, print tests and post-production. I didn't follow SS24 only from the communication side: I prepared the garment print files and followed part of the production first-hand, working on the final rendering of over 350 garments. Alongside production, the poster for the SS24 workshop, the desk where I edited the campaign video, and everyday moments inside the process: breaks, tests, materials and details that tell the work before the final image.