BRITANNIA CAPSULE LAUNCH

I was tasked to creatively lead the launch of The Belstaff x Britannia limited edition capsule. The capsule was created in collaboration with the INEOS Britannia sailing team for the 37th America's Cup. Taking cues from the team's race boat "Britannia", the collection was built for function and propelled by innovation. My role included end to end art direction of the campaign and roll out which included a homepage takeover and full social rollout. I wanted the art direction for the shoot to reflect the graphic and functional design elements of the collection. The cropped shots need to highlight the intricate details showcasing fabric innovation and custom trims, whilst the wider shots need to showcase iconic Belstaff silhouettes in a refreshing way. I incorporated a sublte set design which graphically nodded to a sailing boat without being too literal

The videos primary objective was to capture the innovative detail, fabrication and texture of the products. Using ASMR sound design will help to bring to life the new fabrications. We can also add details like water droplets to show the different waterproof properties of each of the items.

The creative direction for the still life was to make each piece feel extremely premium and showcase the collection shapes and materials. Small graphic props could help a lifestyle feeling and nod towards a boat setting.  Items need to feel like they are naturally placed in the frame.