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HABITANT PRODUCTIONS : LOEWE ‘Paula’s Ibiza S/S 2023’ campaign banks on superstar musician KAROL G, THE PEG SHOP spot for NIKE, and for BLOOMINGDALES Spring Fashion 2023 in Los Cabos, Mexico
PRODUCTION SERVICES · 26.07.2023

HABITANT PRODUCTIONS : LOEWE ‘Paula’s Ibiza S/S 2023’ campaign banks on superstar musician KAROL G, THE PEG SHOP spot for NIKE, and for BLOOMINGDALES Spring Fashion 2023 in Los Cabos, Mexico

Born in the Colombian city of Medellin, singer Carolina Giraldo Navarro, aka KAROL G, is the star of this year’s LOEWE – Paula’s Ibiza S/S 2023 campaign. It was produced by HABITANT PRODUCTIONS on the Barú peninsula in Colombia.

With her fourth album entitled ‘Mañana ser bonito’ (2023), Karol G became the first woman to debut at number one on the Billboard 200 chart with an album written in Spanish. Likewise, her song ‘TQG’ – a collaboration with no-less spectacular Colombian compatriot Shakira – reached number ten as her highest single to date on the Billboard Hot 100 charts, the most important music charts in the United States.

The new baskets from Paula’s Ibiza come in a range of fresh shapes and colors, each handcrafted using natural fibres such as raffia and iraca palm leaf. Your perfect bags for summer and the beach.

*This is a list of the albums ranked number one in the United States during 2023. The top-performing albums and EPs in the U.S. are ranked on the Billboard 200 chart, which is published by Billboard magazine. The data is compiled by Luminate Data based on multi-metric consumption as measured in album-equivalent units, which comprise album sales, track sales, and streams on digital music platforms. Each unit equals one album sold or 10 individual digital tracks sold from an album, or 3,750 ad-supported or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album.

The Peg Shop – Peg stands for the NIKE running shoe PEGASUS which has just celebrated its 40th anniversary – is a store slightly off its rocker time-wise run by two charismatic running enthusiasts: Coach Bennett and Olympic Medalist and legendary longtime Chicago Marathon record holder Joan Benoit Samuelson.

As soon as they walk into the store, customers are already on the lookout for the Nike Pegasus 40 running shoes. Coach Bennett takes care of the daily routines in the Peg Shop, that is just about everything including sweeping the floors and answering the telephone while Joanie continues to inspire runners of all ages – and other than that – when she does drop by the shop between runs – likes to put her feet up on the desk.

The spot was directed by Nash Howe, and DOP was Connor Klesey. Production of the spot filmed in Mexico City was in the hands of HABITANT PRODUCTIONS.

SneakerFreaker writes about the PEGASUS running shoe advertised in the spot : “… 2023 marks the 40-year anniversary, and to celebrate, Nike has continued to floss the silhouette with some serious shine. We’ve enjoyed the faithful classic retros including the 92 USA Team edition and the OG 89 Quickstrike pack, as well as some hybrids like the Lunar Pegasus 89, the milestone Nike Air Pegasus+ 30 and, of course, the newest members to the family, too. Since 1983, the Pegasus has been a lightweight staple in the running realm, and although it has evolved and taken on a slew of technologies, the Pegasus has never lost that clean-cut and simple look.”

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CREDITS

DIRECTOR: Nash Howe

PHOTOGRAPHER: Anthony Blasko

DOP: Connor Kelsey

HAIR & MAKEUP: Gustavo Bortolotti

STYLIST: Francisco Rondón

EXECUTIVE PRODUCTION: AP Studio

PRODUCTION SERVICES: Habitant Productions

LOCATION: Mexico City

‘A NEW DAY’ – HABITANT PRODUCTIONS produced for BLOOMINGDALES – Spring Fashion 2023 in Los Cabos, Mexico.

Credits

Director
Nash HoweNoli Zaldivar
DOP
Connor Kelsey
Production
AP StudioHABITANT PRODUCTIONSNavia Vision
Creative Director
Jonathan Anderson
Styling
Francisco RondónBenjamin BrunoPatrick Mackie
Hair
JawaraPanos Papandrianos
Make-up
Kanako TakaseTatyana Makarova
Hair & Make-up
Gustavo Bortolotti
Celebrity
Karol G
Location
Mexico CityBarú, ColombiaLos Cabos, BCS
Set Design
Happy Masse
Photographer
Anthony BlaskoGray SorrentiMatthew Sprout
PRODUCTION SERVICE
HABITANT PRODUCTIONS

About HABITANT PRODUCTIONS

Habitant is a production company equipped with a multi-disciplinary team of creators and innovators. We connect international brands with broader audiences through digital content, photography, film, broadcast and art experiences. Offering full production services and solutions from start to finish, we help envision, navigate and communicate authentically through a variety of mediums. Individually we are pioneers, producers, directors, thought provokers, storytellers, developers and artists. Together we are Habitant.

GoSee : habitantproductions.com

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