N.B. / Personal project
This is a personal project with a non-commercial purpose, and it's not meant to violate any sort of copyright.
All credits on the images go their respective owners and/or to Arc'teryx.
Arc'teryx F/W '2324 Campaign
Graphics and Art Direction for Arc’teryx Fall/Winter 2023/24 Campaign (personal exploration)
The aim was to create a series of visual contents for the brand's latest collection basing on a neat and techy aesthetic, through the use of soft textures, essential typography, thin stroke outlined graphics and a selected number of colors like black and grey, able to generate a pretty aseptic but at the same time very impactful effect.
Shooting
For the shooting part, the approach was the same: the goal was to create a color correction evocative of the same mood and a post production scheme that could repeat itself, building an overall coherency. The main graphic treatment on the pictures consists in the use of a strong grain, a little desaturation with a greenish overlay on top and a partial blur on the subjects to emphasize dynamism.
The shooting was set in the Coast Mountains (Canada), the geographic area where Arc'teryx headquarters are situated, to underline the huge role that mountains play in the brand's design process. Also, 80% of the pictures were realized with AI (MidJourney) in order to get as close as possible to the result I wanted to achieve.
Advertising
Implementation of the key visual and of all the graphic assets on billboards and posters in the streets of the main cities in the world, both digitally and printed.
