"Future Positive"

Italian label Napapijri released it’s Spring/Summer 2019 fashion commercial campaign entitled “Future Positive.” Working with creative agency Golab and director Ced Stefan Pakusevskij, our production team made this commercial a reality on the ground, shooting all over Los Angeles, CA. The director brought a striking creative VFX vision to the project, layering in post-apocalyptic production design elements that transformed gritty, raw locations throughout downtown LA into a bold, futuristic backdrop for the collection.

The production moved from the concrete edge of the city out to the coast, mixing in a twilight sunset shoot at Leo Carrillo Beach in Malibu, a striking contrast to the downtown’s gritty futuristic urban textures. Mixing these dramatically different environments, from dystopian cityscape to serene coastline, allowed the campaign to visually capture the “Future Positive” concept in a way that felt both cinematic and true to Napapijri’s forward-looking brand identity.