From the Jump
The video “FROM THE JUMP” is created for British headwear brand KANGOL’s spring summer 2021 campaign. To celebrate the new chapter of 2021 and to convey the brand spirit - KANGOL embraces a punk spirit & youth culture since 1938 from the British Military, to the Beatles, to Hip-Hop. We use the concept “time warp” to run through the whole video.
The story is starting with a teen sitting in front of a television, enjoying some kind of “future nutrition”. While seeing KANGOL different eras’ images on the screen, he was jumping into another space through time traveling, hanging out with a new group of friends wearing KANGOL hats; together exploring and searching for their self-identity in absolute time and space. At the end of the video, the scene was back to the beginning desk scene to imply that the story will keep moving on without time-space constraints.
The production design team created a 60-70s space-age scene to make the visual look “cold” but “peaceful”. To develop a retro-futurism aesthetic, the setting such as TV and furniture were made in the real 70s. The scene was inspired by the 1968 film “2001: A Space Odyssey” and the 1967 film “Playtime”. On the contrary, for the music and sound design, we adopted energetic and strong old school hip-hop music, mixed with different sound effects and real DJ scratch, to make the scene look more “odd” and “conflicted”, but somehow still coordinated and harmonized.
Under the Covid-19 situation, this video was shot in Taiwan. In this tough time, we hope we can link up different races of people, so the models in this video come from 4 different countries. Also, the video was shot on a low budget (under USD$6700).
Established in 1938, KANGOL has always been and always will be for the culture from different eras. From the beginning. From the Jump.
Aesthetics in this video direction hover between truth and fantasy, past and present, virtual and physical. In 2021 our fears may not be going away, but we will be more open to confronting or escaping them through a mix of physical and digital realities. The aim of this video is not just to send a message to the audiences, but to construct a new reality, a new normal.