Carhartt WIP's spring/summer 2024 campaign presents itself as a broken broadcast format.
Similar to an old video tape that has been dubbed over several times and whose material ranges from elegant commercials to rough camcorder recordings, the visual set is a clash of irreconcilable scenes, feelings and approaches.
With their shades of blue and greenish, some sequences are reminiscent of video surveillance footage, while others recall the monochrome sides of punk zines.
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These are juxtaposed with scenes that range between early hip-hop videos and high-quality studio recordings with elaborate 360-degree recordings.
The campaign is a fusion of various image techniques and was designed and composed by art director Tim Kottmann, who edited Andrew White's photographs using analog image reproduction and multiplication devices — sometimes beyond recognition.
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The results were implemented in the form of advertisements and posters, accompanied by video content directed by Paul Hermann, which has a sharpness that perfectly complements the rough still images.
Despite its fragmentary nature, the spring/summer 2024 campaign speaks of an overarching narrative that meditates on the loss of quality associated with the incessant dissemination of ripped and remixed data.
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At the same time, she explores how new levels of meaning can be added when an image is placed in a new context. The campaign is looking for incoherent interpretations, broken and flexible temporalities, which are stirred up in a flow of information.
It is about processing problems, alienation and appropriation; suppression activities, nervous zapping and technical breakdowns. Duplicated pages, zeros, and ones. In short, it is about then and now.
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Carhartt WIP is at 43 and a half, AFEW Store, Allike, Asphaltgold, The stable, HHV, Number Ten, pacemaker, SneakerTwins, SUPPA and VOOstore available.
Photos via Carhartt WIP
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