Kindred of Ireland
We created a collection of short videos capturing a new collection from Kindred of Ireland, this collection focuses on the traditional technique of Beetling. The old Irish technique of hammering tightens the weave and gives the cloth a smooth feel.
We approached the project with tradition in mind, using a restricted but natural colour palette through the series & introducing film grain to the footage helped create an aesthetic that pays homage to the traditional elements of the clothing. For launch, we create an abstract film that didn’t show the clothing in its entirety but created intrigue and highlighted the beauty of the pieces designs.
From a technical and art direction standpoint we always envisioned Kindred’s brand image to have a creative flare, an authenticity and a level of humanity. To achieve this we use a mixture of techniques from colour grading, application of film grains, vintage equipment and locational choices. Each project was approached with this style guide in mind but adapted to each location appropriately, ultimately creating a cohesive and recognisable visual language for kindred with story and heritage at the heart of their brand.
Recently:
Most recently we worked on two commissions from kindred; A content bank that would elevate the imagery and reflect the bespoke high-end nature of the garments and the first story in their series of people reimagining traditions. To achieve the goal of elevating the brand imagery we partnered with The Merchant Hotel as our location for the shoot. With such an opulent venue, the shoot required a strong emphasis on lighting and awareness of colour to create cohesion across the imagery but also remain within our style guides for kindred.
The first commission on the series of reimagining tradition had a different approach, being mindful of authenticity and allowing people to be the main focus rather than models. We were also aware that because this was the first commission, we wanted to start looking at formats and configurations that would allow us to replicate approaches across multiple environments and projects