CHALLENGE
To launch a hyper-local campaign for Karl Kani by Footasylum.

EXECUTION
Karl Kani is an American streetwear brand inspired by the 90’s & 00’s era of Hip-Hop & RNB. It’s always a challenge converting an American brand to a UK audience but once I saw the clothing I knew exactly what to do. The style of the clothing is bright, bold and something only the cool kids would pull off. I decided to take our campaign to South London, shooting in and around the marketplaces of Brixton and Peckham. I wanted this shoot to be organic and playful so making sure there was chemistry between models was key to executing the shoot. Our photography and parts of the videography were shot on film to give it that 90’s throwback look. As this campaign was hyper-local to London, it meant that I had to get this across through the assets and rollout.

ROLES
Client: Karl Kani / Footasylum
Creative & Art Direction: Mario Vaz
Production: Beth Spellacy
Photography: Phill Splaine
Videography: Sarah Obende
Styling: Alissa O’Malley
Retouching: Si Shirley
Models: Saffron / Michael