The protagonists of the newest campaign appear this time in an urban setting. The photo session took place in London, and the pictures taken by the internationally renowned Polish photographer, Rafał Milach, show two young people in the London streets, having a wild time in the legendary Ministry of Sound club.
We focus on intimate relations between two young people lost in fun, music, and life” – says Maciej Czarnecki, art director of the House label. “Our protagonists are not adults, but at the same time cannot be treated as minors. They are individualists who are defined by their passion, music and everything they surround themselves with – simply the appetite for life.”
Thus, HOUSE gives up the convention of presenting a group of friends, deciding instead to focus on intimacy between two individuals, the closeness and energy created between them. This is a more mature embodiment of HOUSE although some elements remain the same. HOUSE protagonists still value freedom and good fun, and music is an integral part of their world, in which – although they will soon cross the border into adulthood – they do not want to grow up.
The photos for the campaign are accompanied by a very dynamic video directed by Marcin Filipowicz with great camera work by Bartek Bieniek and energetic rock music produced by Krystian Wołowski aka Goodboy Khris especially for the campaign video; which is a perfect background for the passion between the two protagonists.
Make-up for the session was done by Mira Parmar, hair by Takanori Yamaguchi, and styling by Marta Kalinowska. The creative aspect of the campaign was the responsibility of Maciej Czarnecki.
As usual, the campaign is accompanied by the launch of a new version of the website and salon windows designed by Dagmara Gałecka.
The session was produced by the AFPhoto agency.