Despite the photoshoot taking place in Reykjavik and the surrounding areas, it’s impossible to see the hustle and bustle characteristic of large cities. The label invariably focuses on musical atmosphere, authenticity and a large dose of denim style, further emphasised by the escape into nature. The label continues the ON/OFF concept, associated with previous House campaigns.
The ON section presents the musical goal of our heroes’ journey. This time we meet them during live concerts by Sturla Atlas and Ojba Rasta. These – usually private – events organized in backyards frequently end up being the event of the month, attracting large groups of friends, people from the music industry and random passers-by.
The suburban character of the session highlights the second part of the campaign, titled OFF. Here, we follow a couple that wants to relax and escape from the lights and noise of the big city. Our heroes try to connect with the nature they usually avoid, through everyday tasks and small pleasures. The raw, lunar landscapes and fairy-tale mountains are exactly what they need in order to relax and find inspiration within themselves.
The promotional photos were prepared by Rafał Milach, whereas the campaign films were the responsibility of Bart Pogoda – both of whom are represented by the AFPHOTO agency. Garment styling is the work of Marta Kalinowska. The concept and performance of the shoot was supervised by Grzegorz Chyła and Maciej Czarnecki from HOUSE Marketing, along with Piotr Spodnik and Kamila Ławniczuk (AFPHOTO).
The campaign consists of photos and promotional films. Introducing the autumn collection into stores will be accompanied, as usual, by a new version of the www.house.pl website and new window displays in all the label’s stores.