Subnet Studio

Barocco · Fashion · Campaign and film

A full menswear campaign in eight days. No shoot.

Barocco had a black satin suit, a launch date and no room in the calendar for a location, a crew or a shoot day. What they wanted was an editorial campaign that looked like it had all three.

We locked the suit from Barocco’s own packshots (the cut, the lapels, the four cuff buttons, the sheen of the satin) and cast one model, then built a monochrome concrete world and directed every frame inside it. Each frame was made in colour first, then graded to black and white, the way a photographer prints.

More than 94 campaign frames, e-commerce shots, a 60-second film and a 28-second reel, eight days after the brief, from three packshots.

  • 94+

    campaign frames

  • 8 days

    brief to delivery

  • 0

    shoot days

Barocco campaign: the model on a brutalist ledge under a stormy sky

The films

How the campaign was made · 2:06
Concrete Cathedral, the film · 1:00
The reel · 0:28

What Barocco sent us

From this…

Locked once, then held in every frame that follows.

Supplied packshot: the SU700 black satin suit from the front on a white background.
Front
Supplied packshot: the SU700 black satin suit from the back on a white background.
Back
Supplied packshot: the SU700 black satin suit in side profile on a white background.
Side
The finished frame: the same standing portrait, graded to black and white.
The generated colour master: the model standing square to camera against a grey plaster wall.
⇆
Colour masterFinal grade

Drag to compare. Every frame is made in colour, then graded to black and white.

What we made

…to this.

The model sits on a ledge of a stepped brutalist tower under a heavy sky.
The model leans back at a steep angle against a concrete column in a dim colonnade.
The model sits on a wooden chair, head resting on his hand, against a raw concrete wall.
The model leans against a pale concrete wall with one leg kicked back.
The model leans against a handrail in a concrete stairwell, looking at the camera.
The model sits on concrete steps beneath a bright opening at the top of a stairwell.
The model sits in a tubular steel chair with his legs crossed in a concrete room.
A dark three-quarter portrait of the model, hands clasped, the satin catching the light.
The model stands on a concrete staircase, one foot on the step above.
The model leans back at an impossible angle in a white courtyard, his shadow cast on the wall.
The model touches his collar, standing against a mottled plaster wall.
The model stands with his hands in his pockets in a concrete hall, light falling across the floor.

Details held true.

The packshot on the left, the campaign on the right. The buttons, the lapels and the stitching are the same suit.

Reference, from the client’s packshots: the four cuff buttons on the satin sleeve.
Packshot: cuff buttons
Generated: the same four cuff buttons on the sleeve as the model adjusts his jacket.
Campaign: the same buttons
Reference, from the client’s packshots: the collar and lapels with the gold neck tag.
Packshot: collar and lapels
Generated: the same lapels and satin sheen, worn over a black T-shirt.
Campaign: the same lapels
Reference, from the client’s packshots: the jacket front with its single button and pocket flaps.
Packshot: button and pockets
Generated: an unscaled crop of the jacket front, showing the button, stitching and pocket flaps.
Campaign: unscaled crop

The same suit, for the shop.

E-commerce shots and colour studio portraits from the same product lock, so the store matches the campaign.

The suit on an invisible mannequin against a white background.
E-commerce, white
The suit on an invisible mannequin, front view, against a dark background.
E-commerce, front
The suit on an invisible mannequin, back view, against a dark background.
E-commerce, back
The suit laid flat on a dark background, with the gold neck tag visible.
Flat lay
Colour studio portrait: the model seated on a stool in the suit against a dark backdrop.
Colour studio
Colour studio portrait: a medium shot of the model seated, facing the camera.
Colour studio
Colour studio portrait: the model seated with his hands resting on his knees.
Colour studio
Close portrait of the cast model, held identical across every frame.
The cast model

Colour masters, final grades.

The generated colour master: the model seated on a concrete step against a green-grey wall.
Colour master
The finished frame: the same seated pose, graded to black and white.
Final grade
The generated colour master: the model sitting on a teal floor against a stained, weathered wall.
Colour master
The finished frame: the same pose, graded to black and white.
Final grade

Alternates, styling and plates.

Extra looks for social and the next drop, and the empty locations, delivered as plates the brand can reuse.

The model in the suit with a fur coat over his shoulders, sitting in a steel chair.
Styling: fur coat
The model in sunglasses, braced between two handrails at the foot of a concrete stair.
Styling: sunglasses
The model sits on a concrete block in a white courtyard, his shadow on the wall behind him.
Alternate
The model sits in the corner of a concrete space, cut by a hard diagonal shadow.
Alternate
The model sits on a ledge in front of a stepped concrete tower, looking down at the camera.
Alternate
The model stands with his feet wide apart, hands at his collar, in a concrete corner.
Alternate
Close-up of the model’s hand on a steel handrail.
Detail
Close-up of crossed legs and polished black shoes beneath the satin trousers.
Detail
An empty concrete colonnade with a shaft of light on the floor.
Plate
An empty concrete stairwell rising to a bright opening.
Plate
A stepped brutalist tower against a heavy sky.
Plate

Inside the system.

Our own production software: the product record, the lock that says what must never change, and the continuity check across the set.

The product record for the SU700 suit, with each supplied photo in its slot.
The product record
The product lock: the details of the suit that must never change, written as facts.
The product lock
The continuity view: frames from across the set side by side, checked for the same suit and model.
Continuity across the set
“The imagery is gorgeous and our ideal content.”

Shawn · Barocco

Credits

  • Client: Barocco
  • Direction, production and post: Subnet Studio
Next: One phone photo. A whole campaign, in two days.

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