The Love Valley Collection
Nowsay partnered with Vestique, a well known boutique clothing brand with stores across the Southeast, to create an attractive video lookbook to showcase their highly anticipated new clothing collection release titled “Love Valley”. The goal of the video content was to show off their new collection in a fun, retro, yet original way. A style that would bring back memories of making home videos as kids, while still keeping the content visually stunning and high end.
Adair, Brand Director for Vestique, found the perfect location for the shoot. “Love Valley”. An old town located about one hour north of Charlotte, North Carolina. A town with more horses than cars, and a history that dates back to the 1950’s. This was the perfect location, full of ideal backdrops to set the look and feel the project called for.
This project called for a lot of pre-production on our end. Every shot was determined and planned prior to filming through several in house camera tests. With our clients vision in mind, we determined the project was to be filmed utilizing a mixture of frame rates. This included a non-traditional 16fps, 24fps, and 48fps (24fps being standard). 16fps allowed us to achieve the vintage look and feel we wanted. Coupling that with film grain, light leaks, and fast paced editing, we were able to create beautiful images that matched perfectly with Vestique’s vision. We even included vintage yellow text, a throw back to the closed caption text on old VHS tapes.
Our camera operator, Zach, ran our Red Helium 8k camera on the EasyRig support system. This allows for high agility for a variety of shots, at a fast pace. We had precise control of focus while being mobile by utilizing the follow focus system from Tilta. Wireless video was run to Nowsay Director, Dominic’s, viewing monitor. This allowed him and our client to view, and hence direct, each shot in live time.
Shooting for Instagram
The project and it’s content were strictly for Instagram. With this in mind, we planned for the viewing ratio most prevalent in today’s social media world, a tall crop of 9×16. Instead of shooting 16×9 (horizontal image), we opted to use custom crop marks on the Red to help our client visualize where we would be cropping later in the editing room. Utilizing the 8k sensor, we were able to capture a full 4000+ pixels tall, while maintaining our 9×16 aspect ratio. This allowed for ample re-framing and cropping options. It also gave us the ability to pull full 35 megapixel 16×9 still frames, or “photos”, from the same footage. 8k resolution has so many great benefits, and we continue to use it as much as possible.
Formatting for Delivery
Vestique wanted to be able to share across the Instagram platform on their story, posts, and IGTV. We formatted and delivered the videos for each specific format. For example, Instagram posts use a wider 4×5 aspect ratio, whereas the story and IGTV are 9×16. We also created a short teaser, that Vestique shared on their Instagram story to create hype around the new clothing line – including a countdown timer to the release. Their audience could not wait!
Upon completion, Vestique and their marketing team were extremely happy with the content we delivered. A wide variety of projects such as this, are what keep the creative juices flowing for the Nowsay team. We enjoyed every aspect of this project!