Nightingale commissioned to execute creative direction for SS21 collection Ten C
- Creative direction
- Art direction
Material explorations in an industrial setting
Specially engineered Japanese textiles compromise the breadth of Ten C’s products, with special attention to Original Japanese Jersey. Nightingale got inspired by this strong focus on materiality and decided it should be the visual focus of the look book and video shoot of the SS21-collection.
Inspired by the work Nightingale did for C.P. Company, FGF Group reached out to the experimental marketing agency with another of its brands in mind: Ten C. Its SS-21 collection is defined by light colors, a strong material focus, sober lines and a timeless appeal. Nightingale, in charge of the production and art direction of the entire project, decided to emphasize these aspects in a multitude of ways.
First of all, a look book shoot took place at the Nightingale Studio in Antwerp, Belgium. One of the most promising Antwerp photographers, Jef Claes, took the pictures. His serene, contemporary aesthetic was a natural match with the look and feel of Ten C. As the brand originates from Italy, but has strong Japanese influences, Nightingale decided it was fitting to work with equally diverse models. Jonathan Timmerman made behind the scenes videos and offered a different perspective on the photoshoot and the collection as a whole.
Old ship dock Amsterdam
For the second part of the project Nightingale crossed borders and went to Amsterdam. Pre-Reserved, a 3100m2 photo studio and artist residence in the upcoming area Noord, was the chosen location for the video shoot. Situated in an old ship dock, this rough looking, red brick building oozes an industrial feel, that corresponds greatly with the material focus of Ten C. Dutch film production studio Strictua, with additional art direction from Jef Claes, created a compelling a compelling video displaying Ten C’s collection. Lights, angles and movement were purposefully applied to highlight the unique, exclusive materials that define the SS21-items. Once again behind the scenes footage was made, this time by Dutch photographer (and founder of Pre-Reserved) Willem Sizoo.
This project took place during the pandemic. Due to travel restrictions the Italian client wasn’t able to physically be present during the shoots, which is quite unusual. Nightingale stepped up as a campaign manager and ensured a smooth communication flow between Ten C and the production team. Mood boards, the set up for the shoots and the styling of the looks: all were discussed entirely digitally. The trust that Ten C put in Nightingale made it a highly enjoyable collab for both parties. Plans are already in place for an upcoming art direction and production project in fall.