Do you want to get a sneak peek into behind the scenes of our campaigns? Do you want to be the first one to get to know interesting details about our content creation? Well, here is your chance! In this blog post, we’ll show backstage shots of the FW21 campaign video. And on top of that, you get to read a short interview with our Marketing Director Pieter and Branding Director Paul. So take a deep breath and get ready to dive into the world of “Layers of Evolution”!

But before we move behind the scenes, let’s first take a look at the film itself! Watch the FW21 campaign video here:

What is the concept for this FW21 campaign video, and what served as inspiration?

Our Marketing Director Pieter says, “The concept behind the video is a visual representation of the pyramid of Maslow. In order to evolve, one has to start at the bottom of the pyramid – fulfil physiological needs. Each layer in the pyramid represents a stepping stone that enhances personal evolution. Eventually, once an individual has conquered all obstacles in life, the desired end state in the form of self-actualisation is reached. The triangles shown in the video represent the four elements/layers (earth – air – fire – water) on which the planet is built.”   

“The collection is called Layers of Evolution since the Mason Garments products have evolved and gained multiple material layer additions over the years. As I mentioned before, we took a lot of inspiration from the pyramid of Maslow. As a team, we wanted to show that one’s life does not develop by focusing solely on obstacles. It is about getting over them to reach the goals. We wanted to show our brand community that failure is not fatal and success is not final. It is the courage to continue that counts”, Pieter explains. 

How long was the preparation process?

Our Branding Director Paul shares, “It took us about a month and a half to prepare everything; from idea to a mood board, location scouting, finding team members, styling, scriptwriting and gathering all the required items for the shooting.”

How were the shooting days?

The shooting days were exhausting. The team was pretty small, just 5 people. We wanted to capture sunset and sunrise. So we started on Sunday afternoon from 6 pm to 10 pm, got some rest and continued shooting the next morning from 5 am to 10 am. So the days felt really long.

Which aspect was the most challenging?

The biggest challenge was to find multiple shooting locations where we could really emphasise the four elements of Water, Air, Fire, and Earth. 

The first location was at the beach where we wanted to shoot the Water and Fire elements. We were trying to get the right shots in the water while fighting time because of the sunset. So Chuy, the model, had to lie in the cold water for over an hour. Poor him!

Afterwards, we needed to rush to another place on the same beach to build a fire. I was worried that it wouldn’t work because of the wind. Eventually, we succeeded with it and shot the second element.

Although the first location was challenging, the second location was even more difficult to deal with.

To focus on the elements of Earth and Air, we started the day early, an hour before sunrise. In the beginning, we couldn’t find the right positioning and shots because of the stress for the lack of time.

Another obstacle was the climbing wall. Chuy has a fear of heights, which he only mentioned while we were already climbing up the 15-meter-wall. He was brave, though, to fight his fear, so we were able to get some insane shots there!  

How were you selecting the voice-over person?

Oh, we went through dozens of different voice actors. We wanted the voice to sound classic, authentic, and deep. So with these requirements in mind, we just started listening to various audios and waiting for the right one to “click”. And that’s how we finally approached our voice-over guy. He’s good, isn’t he?


To sum it all up, our team has put in so much work for this great video campaign, so please don’t forget to watch it and, of course, like it and comment on our social media accounts!💥

Campaign video credits:

Director / Editor @thelostvisuals; DP @thijmen_boet; Sound @q.uang; Talent @chuy.nguyen; Visual storytelling @pietermwa; Production @paulwismeier; Creative concept by team @masongarments.

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