With the SS21 campaign video coming out soon, we’ve decided to once again bring you to behind the scenes of the whole process. This time, we’ve had a short interview with the video producer Maurice Giltjes, also known as the Lost Visuals, who we worked on this project with. Let’s see how he experienced the process and why he likes working with Mason Garments on such assignments.

Updated: the SS21 campaign video is out. You can watch it here:

What was the concept for the SS21 campaign video?

The idea was created with Paul & Pieter (Brand and Marketing Directors of Mason Garments) after they described the collection name ‘Memorylane’ and the vision behind it. The campaign video concept consists of the main character Nigel finding an old cassette tape Memorylane that brings him back to his childhood memories. He falls asleep and experiences his younger self playing dices with other kids, watching skateboarding, playing the arcades, and finally wakes up with a good feeling.

The vibe of the video is inspired by the ’90s. The visual effects, zoom transitions, grain, as well as multiple layers and compositions, help tell the story and get the viewer into the right mindset. At first, we wanted to shoot the concept outdoors to get that Los Angeles ’90s vibe with the sun, palm trees, old cars, skateboarding. But finding that vibe in the Netherlands around February is very difficult. There were too many risks of it turning sideways. That’s why we decided to switch the concept and make it a studio shoot (still with all the required elements, but in a controlled environment).

You don’t have to reinvent the wheel, it’s already there; just decorate it with beads.

Maurice Giltjes

How did you have to prepare for the video shoot?

It’s always about translating the idea of the collection into matching visuals. So I just wrote down the collection name ‘Memorylane’ and drew a circle around it. Then I started coming up with relatable words or things that could help tell the story.

After that, I always get inspired by watching other creators’ work on Vimeo. You don’t have to reinvent the wheel, it’s already there; just decorate it with beads. Translated into cinematography: there’s so much content nowadays, it’s hard to come up with something completely new. But if you see something that you can use for your own benefit, do so. Of course, don’t exactly copy it but rather use as foundation and switch it up.

Finally, when both the spiderweb of ideas and inspiration from other videos are done, I present the project visualisation. I then write down the things needed and prepare the team.

How did the actual video shoot go?

The shoot itself took around 16 hours, including travel. When we arrived at the location, we encountered some issues with the studio. They had a double reservation which made us move to a smaller space. It wasn’t ready at all, so we had to paint the floor and build crossbeams for lighting. This caused a massive delay in our planning and resulted in some on-the-spot improvisation. The delay forced us to skip at least one scene that I was really excited about. Also, because of the studio size, we couldn’t prepare multiple scenes simultaneously and had a problem with lighting the green screen.

Another challenge was fighting the current Dutch curfew at 9pm. We worked so hard, changed sets while eating, improvised with light, and still found ourselves working overtime. The shooting finished at around 9pm, but we still had to break up the whole set that took another hour. Fortunately, we all had the needed paperwork so, if we were pulled over by the police, everything would be fine.

Eventually, by trial and error, we found some hidden gems that really enhanced the mood we were going for. The whole crew was patient, worked really hard, and always kept smiling.

How long does it usually take for such projects?

The duration of the whole process for a campaign video like this really depends on a lot of factors. There is no golden rule. But for this particular project, we started discussions around the beginning of February 2021 and shot the campaign on the 26th. I would say the pre-production took around 3-4 whole days, 1 day of shooting, and 3 days of post-production, including color grading and soundtrack design.

Why do you like working with the Mason Garments?

We’ve been working together for at least five years now – been a while. People behind Mason Garments believed in me from day one. They trusted me to create visuals for them, and they always came back, which to me is something powerful. The whole team is super friendly, caring, and awesome.

Moreover, I feel like we are growing together. If I compare the first shoot for Mason to the last one, there is a huge difference. The first experience was a photography campaign that I did solo. No team, no nothing. With Memorylane, there was an opportunity to pick a team, work together with other talented individuals, and the end result really shows the progress Mason Garments & I have been making together.

Besides that, I really like creating content for lifestyle brands, so working with Mason Garments is like a walk in the park. Working on lifestyle means a new chapter and fresh opportunities to explore every season, so every bit of content is brand new compared to the previous ones.

I hope we will keep growing together and creating amazing visuals to tell the Mason Garments story. 

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