summarize bullets plz :)

# tactiq.io free youtube transcript
# The Art Direction Playbook for Brands (Stussy Case Study)
# https://www.youtube.com/watch/oIzPT05pvY8

00:00:00.040 all right so today we are a bit outside
00:00:01.719 of our normal environment we are here in
00:00:03.679 London I'm en route to Paris I'm
00:00:06.160 actually giving a talk tomorrow here in
00:00:07.879 London about art Direction and social
00:00:09.920 content I want to take some of my art
00:00:11.719 Direction thoughts I've been preparing
00:00:13.040 for this and then give youall a really
00:00:14.920 interesting case study of one of my
00:00:16.560 favorite Brands Stuy so in some of my
00:00:19.240 previous art Direction videos we covered
00:00:20.840 the core of what art direction is we've
00:00:22.720 gone in depth into how you can apply
00:00:24.840 some of its Concepts to things like a
00:00:26.760 white background shoot but in this video
00:00:28.800 I want to use Stu's pretty incredible
00:00:31.160 canvas of all their various ads and
00:00:34.079 campaigns over the years talk about a
00:00:36.120 couple crucial Concepts that any art
00:00:38.079 director or any brand making art
00:00:39.640 directed content should think about
00:00:41.320 we're going to cover text and treatments
00:00:43.600 and building the iconography of your
00:00:45.280 brand into art direction we're going to
00:00:47.239 talk about using your logo as a core
00:00:49.680 portion of how your brand comes across
00:00:51.879 visually we're going to talk about the
00:00:53.399 lifestyle of a brand and how that
00:00:55.079 extends into art direction we're going
00:00:56.840 to talk about the people of your brand
00:00:58.879 the original stucy and the rise of what
00:01:01.320 influencers call the homie lookbook and
00:01:03.280 then we're going to talk about
00:01:04.080 developing Brands signatures and through
00:01:06.280 lines and using them over time all with
00:01:08.280 tons of examples let's lock in so first
00:01:11.080 why Stuy so as many of you know I
00:01:13.000 actually grew up in Hawaii in Honolulu
00:01:15.520 and the first shirt that I ever got was
00:01:17.520 actually the stucy and I remember being
00:01:19.560 in the surf shops with all the brands
00:01:21.920 you'd think of quicksilver bong Etc but
00:01:24.479 there was something about this brand and
00:01:26.000 the designs and what was around it that
00:01:27.759 was just immediately special was the
00:01:29.479 first thing I'd ever bought with my own
00:01:31.119 money that was like a fashion piece and
00:01:32.960 it's crazy seeing that brand still today
00:01:35.280 like here on the Streets of London
00:01:36.720 you'll see the logos like like all
00:01:38.320 around all the way to where I live in
00:01:39.680 Orange County which is now where the
00:01:41.799 stui office is and seeing a brand that
00:01:44.079 has maintained its cool like throughout
00:01:46.000 that time it's had some dips and erors
00:01:47.799 but the fact it's been able to go there
00:01:49.600 and survive from when I got that first
00:01:51.560 t-shirt 20 years ago to today is a
00:01:54.640 pretty incredible run but also you'll
00:01:56.920 see their content permeate mood boards
00:01:59.000 throughout all those arrows because they
00:02:00.640 are a campaign first brand when you
00:02:02.840 really look at Stu's marketing it comes
00:02:04.759 down to the product itself and who wears
00:02:07.119 it and it comes down to visual photo art
00:02:10.119 directed campaigns that were run as ads
00:02:12.040 and magazines that are now put out
00:02:13.720 across their social media and into the
00:02:15.400 kind of network of blogs and news that
00:02:17.400 we put out but really every single thing
00:02:19.440 at the core of its marketing they do
00:02:21.040 very little else besides put out
00:02:22.680 incredible art directed shoots and it's
00:02:24.760 funny where I live now in Orange County
00:02:26.480 in Santa Ana Stuy has an archive store
00:02:29.120 it's one of the best pieces of marketing
00:02:30.720 and kind of like secret lore I feel like
00:02:32.319 a company can have where you go to this
00:02:34.120 old downtown like Arts area there's not
00:02:36.280 a tongue going down on there but it's
00:02:37.560 like buring for where we are and they
00:02:39.560 have stuff from stucy collections for
00:02:41.519 the last decade they basically like
00:02:43.040 slowly roll out things from anywhere
00:02:45.360 from 10 years ago to 5 years ago to a
00:02:47.760 year or so ago you can basically access
00:02:49.760 a very careful collection of things that
00:02:51.480 would otherwise be sold out online in
00:02:53.519 like a tiny shop in this you know really
00:02:55.319 fun area and seeing a brand that's so
00:02:57.480 intentional about its access about its
00:02:59.959 art is something I feel like a lot of
00:03:01.800 Brands whether fashion or not can learn
00:03:03.560 a lot from and aspire to be like let's
00:03:05.560 get into some of these campaigns I'm
00:03:07.159 going to start with this Birkenstock
00:03:08.760 campaign stui does extensive
00:03:10.360 collaborations and are always anchored
00:03:12.000 in art Direction and this campaign in
00:03:13.720 particular they are doing a lot of hedge
00:03:16.159 trimming gardening all with their logo
00:03:18.680 and iconography at the center and this
00:03:20.760 is a great way to talk about iconography
00:03:22.959 as a centerpiece for art Direction and
00:03:24.680 why your iconography matters as a brand
00:03:26.879 let's look at it this way say you have
00:03:28.239 iconography for your brand it goes on
00:03:29.599 your t-shirts Etc Great that's step one
00:03:32.040 but when you're able to permeate that
00:03:33.480 into what you actually put inside the
00:03:35.640 concepts of your campaigns you're taking
00:03:37.680 it to another level so in this
00:03:38.879 Birkenstock campaign you can see they
00:03:40.480 have Hedges trimmed to look like the
00:03:43.040 Stuy eightball to look like some of
00:03:44.879 their key iconography and when you think
00:03:47.040 about art Direction your team sits down
00:03:48.599 and come up with a campaign and you have
00:03:50.000 a concept saying hey we want to work
00:03:51.640 with gardening we want to be able to do
00:03:53.360 something on a beach want to do X and Y
00:03:55.159 usually you're basically throwing on the
00:03:56.720 board people you have access to and
00:03:58.319 locations you have access to now when
00:04:00.040 you have a really strong iconography set
00:04:02.079 all of a sudden this becomes much more
00:04:03.519 inherently ownable as a brand so for
00:04:05.239 instance duy can go okay on this you
00:04:07.319 know in the selection of people we have
00:04:09.159 maybe for this shoot we could either get
00:04:10.480 a fire eater or we could go work in this
00:04:13.400 garden with someone who has Immaculate
00:04:15.480 ability to cut various trees they say
00:04:17.759 okay let's now apply our iconography to
00:04:19.440 that they can cut the trees into
00:04:20.639 whatever but if that's actually our c
00:04:21.959 aall that becomes a much more
00:04:23.960 interesting visual thing immediately
00:04:25.639 conative of the brand and this is
00:04:27.320 something you'll see they've done
00:04:28.320 through generations I highly encourage
00:04:30.080 any brand with iconography to do and if
00:04:32.120 you don't have iconography how can you
00:04:33.840 begin to develop those symbols that go
00:04:35.600 with it obviously they've been around
00:04:36.840 long enough to be associated with kind
00:04:38.160 of legendary versions of these but when
00:04:40.039 you begin thinking about your
00:04:40.919 iconography you want to think the same
00:04:42.680 way and a brand I think has run this
00:04:44.080 Playbook really well is this brand 2js I
00:04:46.199 believe it's from Spain where you'll see
00:04:47.960 they will have their kind of logo
00:04:49.800 iconography and they'll be running it
00:04:51.560 like in huge metal sculpture it'll be on
00:04:53.479 fire in the desert and they're kind of
00:04:55.479 taking that same Playbook applied to
00:04:57.199 their iconography this ties really well
00:04:59.160 into this next segment which is building
00:05:01.120 the cult of your logo we've talked so
00:05:03.120 much about art Direction and just like
00:05:04.280 making interesting photos making content
00:05:05.880 that will stand out and this video
00:05:07.080 really hinges on like how do you
00:05:08.320 incorporate your brand correctly how
00:05:10.039 does branding really tie into what you
00:05:12.199 do from an art Direction perspective so
00:05:14.080 there's this iconic shot of the stucy
00:05:16.759 logo in treatment in a sunburn and you
00:05:19.160 see it has multiple variations of their
00:05:20.759 logo and iconography I also love this
00:05:22.840 shot which is a drone shot of the stucy
00:05:25.880 logo basically mapped in the sand on a
00:05:28.280 beach and in our era now people will be
00:05:30.160 asking oh is this AI is this CGI but
00:05:32.319 like you know that this is the kind of
00:05:33.759 brand that will go and actually execute
00:05:35.680 this kind of thing we actually create a
00:05:36.919 real sunburn we'll actually employ an
00:05:38.759 artist to do this from the air on a
00:05:40.600 beach it's part of the lore of the brand
00:05:42.520 that these are things that are real and
00:05:44.080 if you're in this kind of time now and
00:05:45.800 you want to do that same thing you now
00:05:47.000 have the ability to add behind the
00:05:48.039 scenes content that helps tell that
00:05:49.479 story and show the depths with which
00:05:51.000 you're willing to take your brand lore
00:05:52.880 but you'll notice that front and center
00:05:54.400 inside not all these campaigns but
00:05:55.960 plenty of them is that logo and
00:05:57.319 iconography even this awesome campaign
00:05:59.039 we'll get to the people and the people
00:06:00.919 of stucy in a minute when they're
00:06:02.600 playing dominoes they're spelling out
00:06:03.840 the Stuy s and this is tied over into
00:06:05.919 print for them for decades so st's most
00:06:08.120 recognizable initial art Direction was
00:06:10.360 they would take these shots lifestyle
00:06:12.199 shots of people in their Community often
00:06:13.880 in black and white and they'd have the
00:06:15.080 hand styles of the kind of graffiti
00:06:17.000 roots of the brand that would be all
00:06:18.560 around in a border and eventually those
00:06:20.319 would turn into just kind of like
00:06:21.599 additions on the page but you're
00:06:23.240 basically building a toolkit from there
00:06:24.560 if you look at your Brand's toolkit you
00:06:25.759 go we have iconography and then we have
00:06:27.280 typography in this case you know with
00:06:29.160 with the graffiti tie and they have
00:06:30.479 pretty extensive typography they can use
00:06:32.319 with it and then you have the actual
00:06:33.520 logo itself like that is a visual
00:06:34.919 toolkit for post application and
00:06:36.319 something like this is interesting when
00:06:37.800 done over time and especially this isn't
00:06:39.440 just like a cool type treatment it ties
00:06:40.960 into the lifestyle and culture that the
00:06:42.280 brand was embracing as well but that
00:06:44.000 becomes your basically visual like
00:06:45.880 postprocessing toolkit or toolkit of
00:06:47.680 what you can incorporate into the shoot
00:06:49.199 and no one has done that better than
00:06:50.800 what Stuy has next we're going to talk
00:06:52.800 about the lifestyle tie in and we're
00:06:54.319 going to get into people so stui started
00:06:56.120 as a surf brand with a significant
00:06:57.960 amount of like hip-hop skate Associated
00:07:00.160 Roots but really has that Association of
00:07:02.639 lagona beach of places like Hawaii where
00:07:04.560 I grew up and they've built that pretty
00:07:06.319 significantly into the FI of the brand
00:07:08.520 but they've done it with like the
00:07:09.720 wideness of any action sport right one
00:07:11.560 of the most iconic shoots they've done
00:07:13.000 was this racing shoot with their branded
00:07:14.599 car with the helmet coming coming out of
00:07:16.599 it with the motion that's happened and
00:07:18.199 they've embraced that action throughout
00:07:20.319 their kind of brand history and this is
00:07:21.879 when we talk about when we say lifestyle
00:07:23.280 adjacent there's a lot of Brands now
00:07:25.199 whose lifestyle is basically being
00:07:27.680 fashionable or being street wear but was
00:07:29.520 was important to think about suy as
00:07:30.680 adjacent to basically anything action
00:07:32.720 related any Motorsport any kind of surf
00:07:35.199 sport that has the right connotation for
00:07:36.639 them they've shown within these
00:07:37.759 campaigns it's often not some like big
00:07:39.520 sponsored writer or famous person either
00:07:41.199 it's just people partaking in the
00:07:42.520 activity but it's that sense of motion
00:07:44.120 it's that sense of action it's an
00:07:45.479 extension of the lifestyle and again
00:07:47.039 when you have your art Direction toolkit
00:07:48.479 as a brand you now have okay here's my
00:07:50.319 iconography how could we incorporate
00:07:51.680 that who we have access to okay and
00:07:53.280 here's our lifestyle we're looking for
00:07:54.479 an idea for a shoot we're action
00:07:56.199 adjacent all right we want to make sure
00:07:57.560 we can incorporate Motocross or racing
00:07:59.240 like that now is all things when you
00:08:00.680 look at the board you begin to have
00:08:02.479 you've honed in on the choices that you
00:08:04.520 have you can make interesting decisions
00:08:06.080 within all right so in these videos I
00:08:07.680 don't want to just give case studies I
00:08:08.960 want to actually show you what
00:08:10.080 actionable work with some of these same
00:08:12.000 Concepts look like for someone like me
00:08:13.680 day-to-day so I use milillo to organize
00:08:16.000 my creative workflow Mill node is a tool
00:08:18.400 for Creative organization and it
00:08:20.560 graciously agreed to partner on this
00:08:22.479 video so I'm going to show you how I use
00:08:24.000 my art Direction Master boards like this
00:08:26.120 one you see here inside Mill note so I
00:08:28.319 do a lot of work in multi categories
00:08:30.560 Cosmetics apparel consumer package KS I
00:08:33.320 have one master board for each and I'll
00:08:35.200 do what I did here anytime I take a
00:08:37.240 project and want to present it or talk
00:08:38.799 about it with the team so this is a
00:08:40.120 bunch of Concepts I've pulled from my
00:08:41.880 various boards and put into one now how
00:08:44.080 is this different from a mood board and
00:08:45.880 what makes this workflow special so
00:08:47.640 inside Millan note here what I will do
00:08:49.480 is I will take between three and let's
00:08:51.519 say eight or nine images or videos and I
00:08:54.200 can embed Instagram and Tik Tok in here
00:08:56.279 one of my favorite things about mm I
00:08:58.160 will put them in these big boards each
00:09:00.360 one of these Concepts will have a title
00:09:02.160 it will have a couple example shots I
00:09:03.640 don't want to go too far I don't want a
00:09:04.839 whole mood board I just want to be able
00:09:06.000 to visually show an idea so anyone can
00:09:08.120 look at it and be like okay I get what
00:09:09.560 you're going for and then I will note
00:09:11.240 about what would make this special or
00:09:12.800 ideas that I have so for instance like
00:09:14.519 this same kind of lap shot style but we
00:09:16.880 use an ultra wide to show more of the
00:09:18.360 surroundings or we have a series where
00:09:19.839 there's dogs and cats on the lap as well
00:09:21.560 or odd pets going down to these vending
00:09:23.399 machine shots I have't note about how
00:09:24.720 much it costs and how long it would take
00:09:26.320 to actually get a custom vending machine
00:09:28.040 I have some of these shot ideas for
00:09:29.399 reels like a person buying it or shaking
00:09:31.200 it to get it out or some models tipping
00:09:32.920 it over or a day in the life of someone
00:09:34.680 restocking like an oddball like a
00:09:36.480 Cosmetics vending machine then what I
00:09:38.399 will do is in presentations and in
00:09:39.880 brainstorm sessions we actually go
00:09:41.120 through a bunch of these ideas sometimes
00:09:42.800 it's just a handful sometimes it can be
00:09:44.240 like 20 or 30 to gauge what people like
00:09:46.360 and don't like add some notes on here
00:09:48.279 and I can literally just grab a note and
00:09:50.279 drag it on screen and be able to put
00:09:51.760 notes while conversations are happening
00:09:53.519 and then what I'll do is I'll take
00:09:54.640 everything that people like from the
00:09:56.000 brainstorm session I will make a new
00:09:57.360 board and I'll put those in there we can
00:09:58.880 collaborate on that one add comments
00:10:01.040 people can begin to add their own
00:10:02.279 imagery and really take advantage of the
00:10:03.920 power of a creative tool like mill note
00:10:05.440 so if you're looking for an exercise you
00:10:06.920 can do for art Direction ideas for your
00:10:08.920 brand or to get the creative Wheels
00:10:10.440 spinning for your own work I would
00:10:11.800 suggest making a lot of these little
00:10:13.480 idea boards so basically taking a
00:10:15.160 masterboard getting three or four images
00:10:17.000 that attached to a concept think about
00:10:18.440 how you can make it different and just
00:10:19.839 laying a lot of those out so you begin
00:10:21.800 to have a framework you can go back to
00:10:23.600 because too often we'll have those
00:10:24.800 visual ideas not put them anywhere and
00:10:26.600 then forget about them and this is a
00:10:28.160 really useful form format you can do to
00:10:30.160 quickly review your own workflow or to
00:10:32.079 go through something with a team so you
00:10:33.399 can sign up for mote for free with no
00:10:35.760 time limit at the link down below highly
00:10:37.920 recommend it it's a tool I use every day
00:10:39.800 now I want to talk about the stucy tribe
00:10:41.519 and how that ties to this idea of the
00:10:42.760 homey lookbook that's really popular now
00:10:44.639 so from the beginning stusy has taken
00:10:46.120 portraits of people in their Community
00:10:47.480 they were known as the tribe early and
00:10:49.040 it's funny I actually worked with
00:10:50.320 someone from that like original stusy
00:10:51.920 team a previous brand I worked out who
00:10:53.720 would talk about like the Heyday of like
00:10:55.120 those people and being invited to it and
00:10:56.839 being like a member of that Community is
00:10:58.440 like like a really awesome part of his
00:10:59.880 life and something has continued now
00:11:01.440 where you see that inside all these
00:11:02.800 campaigns whether it's collaboration or
00:11:04.440 not they're featuring these interesting
00:11:06.040 people and people that are significantly
00:11:07.839 real and was that something like when
00:11:09.360 they did their campaign with Dre van
00:11:10.760 noton where they have like flea from Red
00:11:12.480 Hot Chili Peppers like in his element
00:11:14.120 you know showing like the photos of that
00:11:15.959 to various artists that they've been
00:11:17.920 connected to over time to just the
00:11:19.760 models they have there is an integration
00:11:21.360 of people that are in a very real sense
00:11:23.720 throughout the brand but the the real
00:11:25.959 the hey this is part of our community
00:11:27.160 these are the people we know is like an
00:11:28.560 extremely important concept cuz you've
00:11:30.000 seen this now from Al who shot with all
00:11:32.560 their like friends and family out inside
00:11:34.480 New York City to people like Brigade in
00:11:36.720 New York who have all their kind of
00:11:38.079 friends the center pieces of their
00:11:39.519 campaigns there's this really important
00:11:41.200 concept of replacing models with just
00:11:43.399 people you know with real people because
00:11:45.320 how closes fit on models isn't how
00:11:46.839 closes fit on actual consumers and the
00:11:48.519 same thing goes for how Cosmetics look
00:11:50.200 on people or really any of the aspects
00:11:52.320 like if you put some piece of furniture
00:11:54.399 inside a gorgeous home that's a
00:11:55.720 significantly different than what's
00:11:56.920 reality and and consumers Embrace
00:11:58.360 reality more and those stories tend to
00:11:59.760 be more real and stusy from the
00:12:01.360 beginning was showing hey these are the
00:12:02.600 people inside our community the people
00:12:04.079 that we mess with and by extension you
00:12:06.120 can look at that as a community you
00:12:08.360 basically buying into by buying into the
00:12:10.320 brand and I would encourage Brands now
00:12:11.880 to really think about that too and it's
00:12:13.480 not just hey I'm going to use my friends
00:12:14.800 in my photos versus like employing a
00:12:16.560 real model it's more of is there a story
00:12:18.680 that we can tell underneath that because
00:12:20.279 that becomes the more interest of the
00:12:21.399 art Direction before I came here to
00:12:22.680 London I was in New York and we talk to
00:12:24.079 the team from Brigade and they would be
00:12:25.720 having this conversation like oh well my
00:12:26.959 friend does this really interesting
00:12:28.120 thing uh and so actually designed a
00:12:29.480 piece of clothing they kind of inspired
00:12:30.959 by that we want to do a lookbook around
00:12:32.519 this really interesting thing he does it
00:12:34.160 wasn't just like hey I wanted to put
00:12:35.519 Carl in the lookbook cuz he looks a
00:12:36.760 certain way it had to do with his story
00:12:38.639 and the things that like Inspire them
00:12:40.040 and do that that's a really great way as
00:12:41.760 a brand to again look at that toolkit
00:12:43.600 cuz now when you say I have my
00:12:44.519 iconography I have this lifestyle Jason
00:12:46.360 2 now I have all these people that are
00:12:47.720 coming in and out of my life that maybe
00:12:49.160 their stories can hinge into the art
00:12:51.160 direction of the campaigns that we're
00:12:52.440 trying to do and now your world is
00:12:54.079 starting to build out if you're kind of
00:12:55.519 cataloging that on a whiteboard or a
00:12:57.399 notion dock or whatever it is you're
00:12:58.800 really beginning to build so companies
00:13:00.399 are World building by taking all this
00:13:02.760 together like what we're talking about
00:13:03.800 here is really like World building for a
00:13:05.519 brand and how art Direction plays into
00:13:07.560 that and I think every brand should have
00:13:09.360 you know its range of people that are a
00:13:10.839 part of that Universe they're building
00:13:12.440 and understand the power of the portrait
00:13:13.959 of those people what is their angle
00:13:15.720 going back to Brigade they have a series
00:13:17.360 where it's like medium format photos of
00:13:19.199 basically all their friends but theyve
00:13:20.600 Incorporated the portrait idea like into
00:13:22.440 their brand sty had this original idea
00:13:24.160 hey we're going to have photos of people
00:13:25.480 like out and about together and then
00:13:26.880 we're going to have our handstyle design
00:13:28.360 around it and they're going to be black
00:13:29.399 and white right there's very different
00:13:30.839 approaches they have I'd encourage you
00:13:32.279 to think for the people that you know
00:13:33.600 that are engaged with your brand what is
00:13:35.519 that kind of portrait what is that style
00:13:37.920 you can Embrace over time to Showcase
00:13:39.519 those people and there could obviously
00:13:40.519 be more than one or you can do any
00:13:41.680 campaigns another way I do think an
00:13:43.160 important part is how you're capturing
00:13:44.800 the people your community and
00:13:46.079 incorporating that into your content so
00:13:48.240 next I'm going to walk through some of
00:13:49.600 the concepts as Stu's used that are
00:13:51.399 recurring themes in their content and
00:13:53.199 then we're going to go summarize all
00:13:54.399 this into a playbook for kind of brand
00:13:56.320 art Direction so one of the other themes
00:13:58.000 you've seen deep within what Stu's done
00:14:00.079 is surrealism so they'll do things like
00:14:01.959 incorporating this dinosaur into the
00:14:03.399 shots and you'll notice again
00:14:04.600 iconography like the eightball logo is
00:14:06.480 the back of this tire wheel cover but
00:14:08.040 for a significant amount of time there
00:14:09.279 was a like kind of Oddball dinosaur
00:14:11.560 inside a number of of these campaigns
00:14:13.480 right it's kind of thing where if you're
00:14:14.279 flipping through a magazine if you're
00:14:15.600 stoned in whatever era that was it's
00:14:17.160 like oh like sick dinosaur like they are
00:14:18.680 kind of incorporating this like thing
00:14:19.959 that makes everything seem just a little
00:14:21.519 bit more strange and that's a great
00:14:23.279 theme and I think Brands all need a
00:14:24.560 couple of these themes they can go into
00:14:25.920 and back to and recurring things they
00:14:27.240 don't have to be serious what I like
00:14:28.399 about this is there's a lot of really
00:14:29.440 serious stucy shoots there's a lot of
00:14:30.880 really community-driven ones and there's
00:14:32.040 just this like fun era that like again
00:14:34.240 doesn't match perfectly didn't last
00:14:35.720 forever but like was a a part of the
00:14:37.360 brand and showed it you its other side
00:14:39.720 then they have this other segment they
00:14:40.959 have of like Urban action and people and
00:14:43.199 who is wearing the brand and showcasing
00:14:45.079 that from these like Street side shots
00:14:47.360 of like this girl flicking off the
00:14:48.519 camera in New York to these guys playing
00:14:50.759 dominoes which I feel like is one of the
00:14:51.800 most iconic Stuy shoots of like recent
00:14:54.279 memory but what you're doing with shoots
00:14:55.839 like these is you are showing people
00:14:57.519 that aspire to be in these places or
00:14:59.040 look like this like who wears the brand
00:15:00.680 who they are adjacent to when they wear
00:15:02.160 it and you're creating that story and
00:15:03.240 again it's not models that's why I think
00:15:04.639 this is really important and how to
00:15:05.720 think in art Direction where you can
00:15:06.759 think in art Direction terms of what
00:15:07.920 what story does a model tell but you can
00:15:09.519 also think of what does this scene and
00:15:11.120 setting and people like in a location
00:15:13.120 tell and for brands that are from a
00:15:14.720 place or want to Aspire be related to a
00:15:16.480 place things is a really important
00:15:17.639 concept to have as you think about
00:15:19.040 shoots and the last is the car signature
00:15:21.920 you'll notice that in so many of these
00:15:23.399 shoots do uses vehicles and there's a
00:15:25.480 lot of brands that use vehicles in one
00:15:26.759 way or another but they basically use
00:15:28.120 them for framing like this shot that
00:15:29.959 goes like through a car door or someone
00:15:32.759 sitting in the truck bed or this entire
00:15:34.600 campaign they did where there's really
00:15:35.759 interesting cars on either side you
00:15:37.600 actually can't even see the full amount
00:15:39.120 you kind have to wonder oh I think
00:15:40.399 that's a whatever or I think this is
00:15:41.680 this vehicle you actually get the whole
00:15:43.199 picture it makes you want to learn more
00:15:44.959 about the shoot it it's like a really
00:15:46.199 engaging way but they're basically using
00:15:47.959 it like not as a primary not as this
00:15:49.800 photo is cool because it has a car but
00:15:51.839 as a a set in setting that brings depth
00:15:55.120 into what they're are directing so if
00:15:57.120 you now look at this whole toolkit that
00:15:58.360 we described this surrealism this
00:16:00.199 capturing of like the friends and
00:16:01.399 community and the family these like
00:16:02.880 Urban settings this idea of like the
00:16:04.880 vehicles and then their iconography
00:16:06.560 that's kind of stretched across not all
00:16:08.319 but many of these the treatments of
00:16:10.120 their logos and the handstyles on top of
00:16:11.800 them that is their art Direction world
00:16:14.440 every campaign you see from them
00:16:15.880 operates Within These boundaries and
00:16:17.399 with these through lines and if all this
00:16:19.279 is on a board and you are a brand
00:16:21.000 preparing for to doing campaigns you
00:16:22.720 have a really solid sandbox with which
00:16:25.680 you're able to play in and so your job
00:16:27.399 as an art director when you're working
00:16:28.639 with some somebody is to basically
00:16:29.680 outline this sandbox like what are these
00:16:31.399 things and your job as a brand is to be
00:16:33.000 able to have a world where you actually
00:16:34.839 created this so to run that back into a
00:16:36.959 Playbook like the first thing I think
00:16:38.120 about is what is your iconography and
00:16:39.480 how can it last like for my brand I have
00:16:40.959 this really big V that's almost you know
00:16:42.519 it's almost a check mark you know it has
00:16:44.319 that like you the idea was hey let's
00:16:46.240 let's you create something we could make
00:16:47.519 big we could fabricate then same thing
00:16:49.360 with like you know the folders and this
00:16:50.600 archives idea and you've seen it complex
00:16:52.199 con I had like a massive folder and
00:16:54.000 there's like some of these kind of ideas
00:16:55.319 of like archives and like the archival
00:16:57.000 or design Department Focus brand that's
00:16:59.680 how I'm kind of thinking about that is
00:17:01.040 how can I build that iconography into
00:17:02.560 many things and the second thing is are
00:17:03.959 you building logo worship right are you
00:17:06.000 making your logo a centerpiece that
00:17:07.400 makes people want to have it on them and
00:17:09.119 this is hard because for a lot of people
00:17:10.280 when you really look at your logo you
00:17:11.640 may not have that and you may not have
00:17:13.240 that ability also to be easily
00:17:14.280 integrated into campaigns or or easily
00:17:16.199 kind of like put on it and like the
00:17:17.280 treatments might not be there it it
00:17:18.599 makes you really think about what your
00:17:19.919 iconography looks like and the power of
00:17:21.520 it then there's what lifestyles are you
00:17:23.319 adjacent to right now think about this
00:17:24.839 with my brand where I'm working with
00:17:26.480 Garrett who's like a rodeo photographer
00:17:28.199 aspiring Rodeo photographer and the
00:17:29.760 connections to kind of that world for
00:17:31.320 the brand same thing for the like the
00:17:32.720 Ultra Car Enthusiast like mine's not
00:17:34.559 just like any car it's people that he
00:17:35.919 say hey I'm going to take this time and
00:17:37.200 dedication and money out of my life to
00:17:38.440 be the guy with a '90s Ferrari to be the
00:17:40.520 person who's restored like X or Y like
00:17:42.240 some of these adjacent pieces that you
00:17:43.720 begin to to put together and like making
00:17:45.720 gear that is exciting for those folks
00:17:47.679 like so I I sell car mats at valuable
00:17:49.320 and like car accessories right and the
00:17:50.600 people that get them are the people who
00:17:51.919 have like this project car or this thing
00:17:53.640 that they're really proud of or got that
00:17:55.400 you know hey I went and got this
00:17:57.080 specific thing and now I want to have my
00:17:58.600 person personalization on it they want
00:17:59.880 to have that like attachment to it
00:18:01.200 they'll go grab the car mats and like
00:18:02.720 you'll see it like time and time again
00:18:04.200 the people that end up getting it are
00:18:05.440 people either like with this really
00:18:06.559 specific vehicle they aspired to have or
00:18:08.320 who are like have a project they've
00:18:09.760 undertook where this kind of adds
00:18:11.200 another layer of depth and lore to that
00:18:13.200 project and then what is your portrait
00:18:14.880 philosophy you're going to have all
00:18:15.840 these people around you whether it's
00:18:16.840 your customers your community whatever
00:18:18.320 how are you capturing them what is your
00:18:19.799 photo and art Direction style for that
00:18:21.240 is worthwhile exercise to think about
00:18:23.120 and then last what are those additional
00:18:24.280 themes what are those recurring things
00:18:25.799 that are going to be able to kind of
00:18:26.960 work through that for example in my
00:18:28.400 brand I do some of these like
00:18:29.400 storytelling carousels it's like
00:18:30.760 captions where they're almost movie like
00:18:32.080 there like a recurring theme where I can
00:18:33.280 connect things together this kind of
00:18:34.600 like Heist almost like intelligent crime
00:18:37.120 adjacent thing that can kind of
00:18:38.520 continually perpetuate we're adding this
00:18:40.559 other visual layer on of like you can
00:18:42.640 always think about okay if we have a
00:18:44.480 horse there's something that like
00:18:46.080 immediately ties the brand into it by
00:18:47.960 just being in all these traditional
00:18:49.240 Street Wear scenarios or working with an
00:18:51.039 existing photographer art director in
00:18:53.120 their look but immediately we kind of
00:18:54.400 added this like equ factor it's like an
00:18:56.080 interesting idea I'm playing with but
00:18:57.480 this is a what you can learn from the
00:18:59.039 Stuy brand from their execution and the
00:19:00.919 last point I'll note is that the
00:19:02.000 campaigns are Relentless every single
00:19:03.640 thing they do there's a thought through
00:19:05.280 ART directed campaign every release
00:19:07.320 every collaboration every season without
00:19:09.559 fail and it's something that where
00:19:11.080 people say hey maybe this time we're
00:19:12.200 just doing the standard lookbook or
00:19:13.280 whatever like they never do that it just
00:19:14.919 always something that has intention and
00:19:16.520 I think that's the same level what you
00:19:17.840 should be bringing to your brand and how
00:19:19.120 art directors should be thinking and
00:19:20.400 laying out their ideas so I appreciate
00:19:22.280 yall watching I'm excited to see what
00:19:24.120 this inspires for you and your Brands
00:19:26.000 let's go
00:19:30.360 h