Looking Like A Million Bucks On Budget

Shave off the crew.
Well, most of it.

Ascot & Charlie approached me to give their Instagram photo content a make-over. Tempting! First, I get to work on a fashion start-up, and shoot in Paris of all places. Second, I get to operate the camera myself, because “We’re on a very tight budget.”

:: The Challenge ::

How can we turn an empty Parisian studio into a gorgeous set that alludes to a backstory? And while we’re at it, how can we capture the shifting attitude within one young man, between the preppy Ascot and the irreverent Charlie?

:: The Insight ::
We’re made of duality. Confident one hour, vulnerable the next. Calm sometimes, turbulent some other times. Timeless in a button-up shirt, millennial hipster in a white pair of sneakers. Each man is a two-faced coin.

:: The Idea ::
Inspired by James Dean and Call Me By Your Name, I wrote very short spots suited for Instagram to make viewers relate to our character in his duality, and fall in love with him, and click through to the brand page.