Lab. Equilibrium Lookbook
It seems the more human the subject - the more we request something true to reality. While this can still be magical the connection doesn’t draw on the extremes of product direction, brand ambition or let us imagine associations past the obvious.
Why lookbook portrayals in only the one atmospheric condition?
True in connection needn’t be true to real world, theres a lot to be said for a little reimagining.
We ask how to covey movement through stills in suspended animation or stasis, in a vacuum or alternate atmosphere? - What does that look like? What would it be best suited to as a treatment?
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Lab. Advising future communications Lab. works draw culture, research and visual development together in mixed media series that often explore well trodden subjects.
Experimental in fuse of digital and physical, these outcomes strive to break visual ground, inform progressive commercial productions and elevate emotional experiences through art direction.
Incubators of narratives blending art, technology, strategy and story.
Direction / Creative Direction / Art Direction / Production:
Paul Dalton / Brinq Studio
