The lookbook video for Australian childrenswear label Rock Your Baby for their Autumn Winter 17 collection. The project, titled “The Youth of Today” captures a group of young kids as they break into a warehouse precinct. Throughout their shenanigans they encounter secret doorways, interesting objects and ultimate play spaces.
We wanted the video to really represent the whimsical style and playfulness of the brand. The look and feel of the content was heavily inspired by vintage photography and film. We used an era-correct Minolta SRT101 stills camera and its video counterpart, a Canon Super8 as the main props for the shoot. Shots of the children holding the cameras was cut with camera point-of-view footage.
It was important for the shoot day to be as fun for the kids as possible. So we also incorporated a bunch of other items like a small guitar, chalk smoke, skateboards and silly string to really make the actors feel relaxed and comfortable. We were lucky to be working with the most professional little ones which made this video an absolute blast to shoot and edit.
A strong focus was placed on the garments as we really wanted to emphasise all the vibrant colours and prints. The lookbook video was created to be shown on a loop at Rock Your Baby’s booth at a US trade show.
We were stoked to receive this feedback from Jessie Bourke from Rock Your Baby: “Amazing! Serrriously, you’ve nailed the brief, it’s exactly what I had envisaged and then some.”
June 21, 2017
Portfolio - Home, Promotional Video