ARO Clothing SS17 Capsule Advert (2017)
In May 2017, UK skate streetwear brand ARO needed a short creative project to help advertise their Spring/Summer '17 range of tees, sweats and accessories. I created a vibrant digital showcase of their products which perfectly encapsulates their modern, urban style.
Sometimes the most creative work is made by problem solving. The basis of the glitch effects used in the video was actually because I used an old CF Card Reader in my Mac which overheated on the import to Final Cut and created a psychedelic effect. I decided to export the files with the digi-malfunction remaining, then re-imported them properly. The glitchy footage is flashed sporadically throughout the video, on-beat with the bassy hip-hop rhythms, courtesy of UK rapper, Piers James.