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Equipment’s most recent Fall 2018 ad campaign is a study in strength, the new era of femininity, and sophisticated aesthetics. Photographer Chris Colls teamed with in-house creative director Brett Ramey to deliver one of the labels strongest campaigns in recent memory.

The campaign centers around model Aymeline Valade whose powerful presence is made even more striking via the high contrast tone and coloration of photographer Colls. Colls is a bit of an underused industry gem as far as we here at The Impression are concerned as he has a strong eye for expressive images with a gift for edgy contrast. Teamed with the right creative partners and he can bring great narrative, one we hope to see transition into film some day.

While the campaign lacks a sense of traditional narrative in itself, it does act as a great character study as we see Valade navigate the rigors of a corporate day job with some lounge time, cigarettes included. Which reminds us that while cigarettes have fallen out of fashion campaigns of late, they work well as a prop given the right situation such as here.

The campaign comes with a short film by Alex La Cruz complete with a backing track, I Don’t Know You by The Marías. The song title is apropos given the deep character study sans narration, but can’t fault it as sometimes a strong character study works. Overall we like the campaign and the character and can’t wait to see what they do next.

 

Equipment Creative Director | Brett Ramey
Photographer | Chris Colls
Film | Alex La Cruz
Model | Aymeline Valade
Stylist | Camille Bidault Waddington
Hair | Esther Langham
Makeup | Sil Bruinsma
Music | I Don’t Know You by The Marías