Solid Homme Spring 2021 Ad Campaign Film & Photos

Solid Homme

Spring 2021 Ad Campaign


Review of Solid Homme Spring 2021 Ad Campaign by Photographer/Director Josh Hight

Seoul-based menswear brand Solid Homme unveils an artful new campaign that combines darkness and light in a way we didn’t know was possible. The spring 2021 campaign features photography and direction by Josh Hight.

The new collection and campaign continue Solid Homme’s exploration of Bauhaus aesthetics. This time around, the specific inspiration is drawn from the architectural elements of the University of IFE in Nigeria, which the brand discovered during its journey to track the traces of post-Bauhaus designs around the world. Bauhaus emphasizes simplicity and solidness, asserting that a piece’s aesthetic beauty is inherently linked to its functionality. Physically, Bauhaus design and artwork tends to be characterized by balance, blockiness, and primary color.

We can see the influence of Bauhaus principles – and their presence in African modernist art and design – in the conceptual approach to the campaign imagery. Hight’s photographs rely on contrast and solidity. His portraits use beautiful lighting to cast swathes of bright colors over the faces and clothing of his models, drawing a strong sense of character out of both. In other images, he captures these men before strange architectural features which attest to some long-forgotten function.

Hight’s film lends motion and music to this approach to create a similarly evocative but more dynamic atmosphere. He uses projection and digital editing to layer moving images over one another, creating an ever-shifting aesthetic sense of dimension and depth.

It is quite impressive that in a campaign where – in terms of physical proportion – so much of the imagery is dominated by darkness and shades of black, we can also get such a strong and beautiful sense of color.

This success is a testament to Hight’s brilliance as a photographic artist, as well as Solid Homme’s sense of the aesthetic principles behind their work.

Solid Homme Spring 2021 Ad Campaign Film & Photos
Solid Homme Spring 2021 Ad Campaign Film & Photos

Photographer/ Director | Josh Hight
DOP | Jack Snell
2nd Cam | Zalman Yeshua
Editor | Toby Heard
Lighting Assistants | Freddie Hare and Philip Banks
Models | Finn Buchanan, Noah Coates-Gill, & Junior Pereira
Stylist | Julian Ganio
Hair | Kota Suizu
Production | LG Studio Ltd.
Casting Director | Piergiorgio Del Moro
Music | Tadd Mullinix, Bopside