Modern Heroic

Our inaugural shoot for Blue Bell, Wrangler’s premium denim brand, was planned for the historic dock-sides of New York, but budget and deadline restrictions forced us to look elsewhere. Our research traced the pioneering engineers of the U.S.A. to Antwerp, and a further scouting trip revealed architectural details similar to that of the New York subway, along with engineering structures on the docks which echoed the forms of skyscrapers. Inspired by the monochromatic collection, we scripted a story of the lone nocturnal figure on the run illuminated by streetlights, car lights and subterranean neon, developing his character throughout the night until finally achieving an almost comic-book superhero status.
Concept, art direction, production, casting and location scouting. Photography by Petrovsky & Ramone, styling by Jamie Stewart.

Related project
Design - Wrangler Blue Bell / FW10