Director Adriaan Louw Mixes City Life with the Outdoor World for K-Way
Robot director Adriaan Louw was approached by South African outdoor brand K-Way to shoot stills and make a film of the limited edition drop they did last year. The campaign is for the South African market.
K-way is a brand South Africans have at least one item of in their closet. It's practical and made for the outdoors - a place many South Africans spend most of their free time.
Over the years K-way has come through subtly in the streetwear in South Africa. Without many locally produced outdoor fashion and lifestyle brands in South Africa, Adriaan thinks people have made K-Way the ‘South African North Face’. Making outdoor clothing fashionable.
The film visually mixes the trendsetters in the city with the outdoors world.
Adriaan explains about the film: “Having one day to shoot the photo campaign as well as the films made it very interesting, especially when there are mountains involved. You can see who loves the elements and who doesn’t quite early on in the shoot. Trekking a Red cinema camera with a massive ancient lens on it, over boulders made you respect the ones who did it back in the 70s, but such a beautiful Cooke Zoom lens to shoot with. It really gave us the look we were after. Thanks Jason Prins and his team for pulling through with the muscle power.”
From the producer: “This was a seriously big task to make K-way young, fresh and cool and to appeal to the Gen Z market as street fashion. To be able to compete with the likes of North Face and Patagonia so having the right Director was crucial and Adriaan was able to do just that all within a 12hour day hiking up mountains and taking off road vehicles places we didn’t think we could get to, while we froze our butt’s off! His brilliant eye for detail and creative mind brought this campaign to life and the guy knows a thing or two about a camera.”
Adriaan said: “I wanted to make something that felt different to the usual outdoor content. Something a bit more fun and kinda funny. The city kids that are not so serious about the outdoor lifestyle but still trying to navigate it. Not having to be complete know-it-all's to be out in nature is what I like about their characters.”
Category: Clothing and Fashion , Outdoor Wear
Genre: Fashion & Beauty , People