LOCAL NARCISSIST IS A SMALL CLOTHING BRAND BASED IN LONDON AND HONG KONG, FOUNDED BY JP AND JESSIE LEVI-CLEMENT. THEY APPROACHED ME TO CONCEPTUALISE AND HANDLE THE CREATION OF AN ADVERTISING CAMPAIGN FOR THEIR UPCOMING DROP.

SINCE THEIR CLOTHES FOR THE DROP WERE BASED AROUND THE IDEA OF HAVING A COMPLIMENTARY PIECE FOR MEN AND WOMEN, I CAME UP WITH THE IDEA TO HAVE THE CAMPAIGN'S THEME BE 'COUPLES'. I WANTED TO HIGHLIGHT A SLICE OF LIFE OF DIFFERENT COUPLES AROUND LONDON AND HONG KONG AND HIGHLIGHT THE STARK CONTRASTS AND UNEXPECTED SIMILARITIES BETWEEN THE TWO CITIES.

THE CONCEPT WAS ORIGINALLY MEANT TO ENCAPSULATE MULTIPLE VIDEOS OF A SIMILAR LENGTH, WITH EACH FILM BEING BROKEN DOWN INTO THREE 20-SECOND SEGMENTS, ALLOWING FOR SEPARATE CUTDOWNS TO WORK JUST AS WELL AS THE FULL, COHESIVE FILMS. UNFORTUNATELY, DUE TO BUDGET AND TIME CONSTRAINTS FROM LOCAL NARCISSIST, WE ONLY ENDED UP CREATING ONE FILM FOR THE BRAND.

BELOW IS THE CONCEPT PRESENTATION I USED TO PITCH MY IDEAS TO THE BRAND, WHICH EVENTUALLY TURNED INTO THE VIDEO YOU SAW AT THE TOP OF THIS PAGE.