RIGHT PLACE WRONG TIME / Direction

Huffer
 
Creative Direction
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2013

RF. created a campaign for an already designed Summer clothing collection – RIGHT PLACE WRONG TIME. This involved all-round creative and art direction, budget management, and casting to generate a body of branded content to use in editorial, billboards, online, and on television.

The campaign draws on cultural differences and abnormalities, emphasised through the refined street wear aesthetic set against the contrasting ‘Lost in Translation‘ backdrop — Tokyo City. Tired of fashion being taken so seriously, Huffer’s mischievous approach to the industry has been portrayed through this presentation using long time friend Dave England of “Jackass” and Kiwi model Lilli Sumner to create a refreshing look at street wear (and their upcoming Summer ranges).

Credit: Sam Hickey / Huffer / Dave England (Jackass) / Lilli Sumner / Ana Vemić / Ben Sullivan