E-1997 / Direction

Creative Direction
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RF. created a campaign for an already designed Summer clothing collection — E-1997. This involved all-round creative and art direction, budget management, and casting, to generate a body of branded content to use in editorial, billboards and online.

Washed out colors, fresh fades and crisp lines. Spring Huffer 1997 is inspired by a year that brought the world the playstation, MJ’s Chicago Bulls, OMC and Buffy the Vampire Slayer. The colours are muted, the custom prints are loud and the throwbacks are classic. The campaign is directed to encompass everything that is 1997 translated into a current trend in street wear culture.

Credit: Ken Griffen / James Tolich / Ana Vemic / Sam Huntington / Rhianon – Clyne models / Eden – Red Eleven models / Danielle – Make up / Matt Benns / Tash Hopkins / Kevin Rosales / Petrice Rhodes / Sam Hickey / Aimee McFarlane / Sascha Lavroff