Shooting North Sails’s new urban collection to convey comfort yet performance through movement in both ubran and rural settings
Concept Ideation: On the spot
Content Production: 1 day per location
Post-Production: 3 days
The Challenge
North Sails has historically been a highly specialised clothing brand for sailing. With their expansion into the casual wear, they wanted to shoot their products while remaining loyal to their functional heritage. As a result, they came to Exordi to produce a set of stills which blend comfort and performance across both urban and rural settings.
The Solution
We engaged 3 highly skilled photographers from our collective in Milan, Madrid and London. They shot the images using a mix of low shutter speeds to produce the motion effects and dynamic poses to convey realistic usage of the products. While also purposely hiding the faces of the models in some images to direct the focus on the products.