i was so happy to find the new lookbook film for SOPHOMORE, because it led me to discover cass bird.
her stunt-filled films for wrangler are pretty impressive in a "how did they do that?" kind of way, but the campaigns that stuck with me most are "documentary style" films below. with themes of childrens games playing a reoccuring role, cass bird captures the sun-drenched, pedal to the metal, adrenline rush that is "youth" like no one else.
films like this are the reason why i started this blog...there is something so fresh about brands trying to express the atmosphere or mood around a collection without flashing price tags all over the place. That's the part that excites me so much in the designroom, when we talk about a place or a funny idea and allow ourselves to get all virginia woolf and stream our conciousness right off the page. I love how film can be used to bring the moodboards that result from these brainstorming sessions to life.
at the end of the day, when you have a closet full of clothes (as I'm sure we all do) that is what we are trying to possess... a feeling that you can wear.