Production Co: NAVIGATE
For us, fashion provides one of the only subjects in which aesthetics can be experimented with at will. As a filmmaker you are not beholden to a specific message or story - there is only the tone of the brand or line that you are depicting. While we are dedicated to story, fashion films give us an opportunity to break from that mode of filmmaking and experiment with techniques or aesthetics that other projects haven’t yet afforded us the opportunity to do so.
JNAVA asked us to create a spot that conveyed the tone of their 2011 their 2011 Spring and Summer collection of t-shirts, hoodies, and accessories. JNAVA is a casual line of clothes with a Southern California mentality, so we based our film in the carefree days of a Los Angeles summer.
Our director, Justin Hamilton, had also been toying with the idea of creating an entire piece that takes place in reverse. To showcase both the tone and the clothes line, he chose to depict moments where clothes come off - as they often do on a summer day in Los Angeles - and show them in reverse, so that each scene would start by evoking the tone and feeling of the line, while ending with the product and the brand.