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M1DAS for 1-800
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long-form video marketing concept
w/ Rodney Sihlangu
Brief
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1-800 Clothing is a streetwear brand who will be releasing new items for Spring/Summer 2023. The brand’s online presence adopts a heavy early 2000’s aesthetic captured on film and handycam footage. In collaboration with Rodney Sihlangu, we designed and directed a short film to tease this new drop.
Concept
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M1DAS is a concept for a short film advert for the clothing brand ‘1-800’.
The shoot takes place in the late 1990s and revolves around the concept of the ‘Midas Touch’, which allows a person to turn anything they touch into gold. In this case, when the model enters the magical phone box, everything they touch becomes 1-800.
Props
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Because the shoot was set in the late 1990s, each piece had to be unique to that era. As a result, all of the props required were created from scratch, both original and 1-800 modified versions.
Calling Cards
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The phone box calling cards, which were popular at the time, are parodies of real cards, with the wording remaining the same but the image serving as a double meaning.
Phone Box Advert
The advert was chosen for its late 1990s aesthetic and subject, Levi’s Twist jeans. Again, there were two versions, with the plastic covering made to appear old and dirty with paint, graffiti, and stickers from old Croydon record shops.
1-800 Pound Coin
The coin was made specifically for the shoot. It has been modified on one side to show 1-800 instead of ‘pound’ and the brand line “Call me”.
1-800 Rizla
Two versions were made, an original from the early 2000s and the 1-800 version of this.
Location Shots
We scouted locations in Croydon which could be used for the shoot and needed minimal changes to the settings in order to recreate the appropriate time period.
