Make it rain.

North + Mark approached us with a fun challenge - they were releasing a new line of waterproof jackets, and wanted a shoot that would show off all the functionality by getting talent actually soaked.

This all sounded great, but budget was somewhat prohibitive, to make real rain was going to take some people to execute. We were delighted when we came across a new studio in Brooklyn that had a rain shower that could give us just the look we were going for.

We embraced the fact that we were going to be showing rain indoors with an industrial aesthetic, showing off pieces of grip as purposeful styling elements to bring the whole look together.

Rain dance.

We found a fantastic model / dancer to be our talent, who was able to commit to hours of improvised dancing in wet clothes to help us achieve our goals for the client. Dancing in wet jeans isn’t easy.