A huge part of photography for me is all the work that goes into the shoot before I even pick up a camera. Concept work, set builds, lighting design and concept proposals for clients all go into making the shoots run smoothly. I’m fairly hands on with sets, i’m handy with a drill and having worked in producing window concepts much earlier in my career I have translated some of that thinking into this process.
IN THE MAKING_
THE ELEMENTAL FORCES
The main aim of the creative was to really bring together both the camouflage and metallic updates. Subtly playing on the ideas of form and function, the concept creatively utilises the shape-shifting and mesmerizing reactions of ferromagnetic fluid. We see the fluid moving on the shoe and finding its place within the print, whilst it's natural dark, light reflecting and inky metallic aesthetic really completes a dramatic and classicly Mallet look.
ICONS KEEP GROWING.
Our aim was present a concept that would translate the message of "a step in the right direction", for the first sustainable Mallet silhouette. It would also communicate the message clearly that this is just the start, and we want to do things properly.