As Y-3´s Spring/Summer 2015 collection is inspired by surf subculture, the brands communication campaign, shot by Kacper Kasprzyk with creative direction by Lloyd & Co, brings the surf punk theme of escape and athleticism to life. The campaign is set upon a dilapidated pier and features the LOCALS ONLY territorial tribe that would naturally inhabit this space.
These models are the pioneers, the settlers of this scuba punk turf. Raw, gritty and hyper saturated colors reference surf punk imagery from the 80’s, whilst the floral collection references Hawaiian surf themes from the 60s and 70s. The hyper-real space created with artificial and synthetic materials around this pier brings the campaign into a futuristic surf punk era. These images speak to authenticity, to the roots of the American surf era, paying homage to the tried and true forerunners of surf culture. It showcases the punk inspired clothing in an exaggerated reality of saturated hues and preternatural landscape.
The mood video references the surf movies of the 80’s - raw VHS recordings and television music channels. A hot pink-stenciled spray-painted logo over the advertisements brings an additional unfinished graffiti element to the visuals. The resulting rough and edgy imagery translates into a digital campaign on Y-3.com and the brands own social channels, globally released on January 15th 2015 aligned with the collection being available in-store and online worldwide.
Creative Direction: Lloyd & Co.
Photographer: Kacper Kasprzyk
Styling: Jodie Barnes
Hair and Make-Up Artists: Holli Smith and Sil Brunsima
Models: Stephanie Joy Field and Abel Van Oevern