January 10, 2012

GANT Shoot in Boston

As some of you know, a week before christmas I found myself standing in the check-in line for Iceland Air at Arlanda airport. The flight would take me and director Carl-Johan Listherby (Naive) to Boston for a fashion shoot for Gant and their Michael Bastian FW12-campaign. It was in all terms a great production and I got back to Stockholm with even more energy and inspiration. Everybody on set were super nice and Michael Bastian himself was easy going and neat. Me and still photographer Oscar Falk (LundLund) shared the models between us and after three days of shooting we had as much footage we needed to put the film together in post.

Even though Boston was cold and windy I found myself walking the streets with a smile, there is definitely something about the US. I’ve been in New York lots of times and I love it, but there’s something fictional about that city, as if it’s created after the expectations of how people think it should be like. Boston was more real and true.

The Gant Michael Bastian FW12-campaign won’t be launched until late spring and unfortunately I can’t show you any preview at all. The picture up above is from FW11, take a look at the cold and beautiful campaign here.