What do you get when you blend a beautiful woman wearing elegant clothing with captivating imagery from the DFW area? A beautifully shot video from Equilateral for FORTY FIVE TEN, a downtown Dallas boutique that merges fashion, art & design while championing the new, the unconventional, the eclectic and the inspired.
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The campaign idea to use visuals from iconic DFW locations, came from FORTY FIVE TEN Creative Director, Jonathan Merla. He was inspired by a series of sculptures on which the blue egg background sculpture is based. The egg image is seen throughout the entire video in numerous visual effects.
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Using Jonathan’s sculptural idea as a springboard, Equilateral’s Director Roger Peters brought a vibrant and ethereal vision to the project. Merging shots of grass, blue egg, skyscrapers, and an art museum as the background visuals, he showcased product shots and model close-ups.
It was important for Jonathan and Roger to find a balance of captivating imagery while showcasing the elegance of the clothing.
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Equilateral shot at 3 vastly different DFW locations including a farm, an art gallery and at the top of a parking garage. The result is a promotional video that fulfills the promise of the boutique: to merge fashion, art, and design.
Credits:
Director: Roger Peters, Equilateral
Editor/VFX: Max Smith, Equilateral
Executive Producer: Jessica Cramer, Equilateral
Creative Director: Jonathan Merla | FORTY FIVE TEN
Model: Makayla Harmon, Kim Dawson