We shot our first campaign film!

In the freezing cold of New York in January over 30 people came together in a church basement to film a launch campaign for SOMBRE. Let me tell you the story.

The Minuit film was designed to be the first taste of SOMBRE given to the world. For that reason, I wanted to create a short film that was both visually striking and emotionally stimulating through storytelling. This film brings together all the themes and ideas that define the Minuit collection but also SOMBRE as a whole.

The Minuit film needed to be the embodiment of escapism, the representation of the liberation of the mind & body from anxieties and fears. 

From Concept to Screen

My starting point for the 'Minuit' film was crafting a storyline that would be impactful in a format with limited time and no dialogue. The process began with the essence of the collection, particularly the significance of the Klein blue line. To me, this line represents the scars that connect us to our realities, a concept that laid the groundwork for our narrative.

This idea evolved into our protagonist being constrained by numerous blue ribbons, symbolizing her anxieties. Her journey towards freedom, while a single ribbon remains, mirrors the essence of our collection. Inspired by the liberating feel of the 1980s nightlife and its modern counterpart, the underground rave and techno scenes, we envisioned our setting as a hybrid of an '80s club and a contemporary rave party.

With this narrative direction in mind, I approached Kiana Dittman to direct the film. Kiana quickly came on board, developing a script that perfectly aligned with our initial concept. Our progression from the core idea to a finalized script was swift and effective, setting the stage for visual development.

In shaping the film's visual style, we drew inspiration from directors Wong Kar-Wai and Gaspar Noé, known for their distinct visual storytelling. Their influence is evident in various aspects of our film, like the captivating entrance of Camille into a red hallway, referencing 'Climax.' The set designs, including the feast scene, draw inspiration from David LaChapelle’s photography, complementing the narrative's journey.

Our aim was to visually narrate Camille's escape and exploration, embodying the spirit of our collection without confining her to a specific time or place. This approach resulted in a film that not only highlights our latest collection but also invites viewers into a narrative of self-discovery and liberation.

The Making of the Film

The creation of the 'Minuit' film was a collective effort that brought together a diverse group of talented individuals. Leading the charge was Kiana Dittman, our director, whose vision and direction were pivotal from the start. Soon after, Pooja Appanna joined as the producer, expertly managing the logistical intricacies, from crew coordination to handling administrative tasks, ensuring a smooth production process.

With the locations set, Ethan Wen, our director of photography, and Heather Alexis, the production designer, came on board. Their expertise was instrumental in bringing the visual aspects of the film to life, meticulously working on capturing the essence of our narrative and designing sets that resonated with our thematic goals.

Casting was the next crucial step, and we were fortunate to find Camille Bavera and Dean Maupin to portray our lead characters. Their casting was serendipitous; Camille, with her Italian roots and European upbringing, perfectly embodied the Parisian girl living in New York. Dean, an American brimming with confidence, effortlessly slipped into the role of the quintessential New Yorker, guiding her through the city's hidden gems.

On the fashion front, selecting and styling the outfits was a deliberate process aimed at complementing the film's aesthetic. It was essential for the characters to don pieces from our Minuit collection, with Camille in the Genesis Dress, styled with '60s inspired knee-high vinyl heel boots and silver earrings, and Dean in the Gibus Top paired with Palace Pants, accented with a thrifted silver belt and silvery boots. The choice to highlight silver accents was intentional, aimed at enhancing the outfits' metallic half-ring details, marrying fashion with the film's visual storytelling.

On set stories

Kicking off our first day of shooting 'Minuit' was an adventure from the get-go. I teamed up with Pooja Appanna and her brother at the crack of dawn, loading up a U-haul with all our gear and set pieces. Driving through New York with a truck full of precious cargo, piloted by someone who'd never braved the city's streets before, was our first mini-heart attack of the day. Every rattle and shake from the back had us crossing our fingers, hoping everything would make it in one piece.

When we got to our location, we were greeted by a cold so biting it could freeze your thoughts. Cranking up the electric heaters seemed like a brilliant idea until it tripped the electricity off. Talk about starting the day with a bang! It could've been a disaster, but luckily, we found a fix pretty fast. A tight schedule meant no room for delays, but Meg Yamada and Ashika Shah, our assistant directors, were superheroes, helping us dodge the bullets and keep everything moving smoothly.

Day two was all about setting the scene, turning an event bar into the bedroom for our intro scene. It was a big job, but we nailed it. The real kicker came in the afternoon, though, with outdoor scenes on the schedule and the thermometer laughing at us below 30°F. Decked out in spring/summer collection pieces, we were a stark contrast to the weather, but we had planned for the cold. Still, it demanded a truckload of discipline and high spirits from everyone.

We had hoped to light up our backdrop with Coney Island's fair, but it was all shut down, leaving us with just a restaurant's lights to work with. Our actors, Camille and Dean, became pros at the quick dash from Nathan's famous to the set, grabbing a few seconds of film time before diving back into warmth. I was right there with them, ready to wrap them up in jackets and hand warmers the second we cut.

The crew hung in there outside for what felt like forever, but everyone's gear and good spirits kept the chill at bay. That shoot was a real lesson in making the best out of a cold situation, sticking together, and getting the job done with a smile.

Bringing it all together

As the final scenes of our campaign film were captured, we immediately plunged into the crucial phase of post-production. Filmed in mid-January with a deadline for an early March release, the timeline was tight, leaving us with a brisk month for editing and creating the score.

Kiana, our multifaceted director, seamlessly transitioned into the role of editor, collaborating closely with me to sculpt the film into its envisioned form. Following the completion of the editing process, the baton was passed to Alex Clouzard, our music director, who was tasked with the challenge of composing a fitting score within a mere two weeks. 

With the film edited, scored, and color-graded, the moment had arrived to share our labor of love with the audience.

I'm excited for you to delve into the creative journey behind our latest SOMBRE collection. Each piece featured, from the Genesis Dress to the Gibus Top and the versatile Palace Pants, has been carefully chosen to convey the essence of our brand. These items are now available for you in our store, each carrying a fragment of the story we've told through our film.

I extend my heartfelt gratitude to the entire team involved in this project. This endeavor was fueled by the talent and hard work of an extraordinary ensemble of young artists and technicians, who represent the promising future of artistic innovation. Their commitment and creativity have been instrumental in realizing this campaign.