Creative Direction / Interactive / Production
Aligning with Y-3’s avant-garde vision, Standard Black designed an integrated campaign that takes direct aim at the preexisting notion of the “fashion film,” expanding its definition by developing an experimental narrative that mirrors society’s fascination with surveillance technology.
Yohji Yamamoto once said: “My role in all of this is very simple. I make clothing like armor. My clothing protects you from unwelcome eyes.” Playing on this notion, our campaign for Y-3 suggests a dystopian future where surveillance is pervasive, with Y-3 sportswear taking on an expanded role of personal protection.
Assets for this project include still photography and video, both of which activate the collection by featuring it in a deconstructed warehouse, contrasting Yamamoto’s rebellious, modernist design against utilitarian architectural motifs.
Standard Black’s Y-3 A/W16 collection film has gone on to become the brand’s most-viewed film of all time. Our distinctive approach to presenting the collection assisted Y-3 in producing the following results within their seasonal publishing and creative engagement:
Instagram: The % of followers growth for the F/W16 and S/S17 seasons was 22% higher than seasons F/W15 and S/S16.
YouTube: 61% increase in views season over season