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DYNE recently hired me to shoot behind the scenes footage of the Ingles Matte Tech-Twill Anorak Jacket for their new season and release at Barney's New York. DYNE teamed up with BEMIS to create this "no stitch" jacket, which to me is next level. They wanted the video to be high-fashion, but still appeal to their youthful audience. I chose to use two different songs: the first to capture a fashion show type vibe and the second, an instrumental by ASAP Rocky to capture the brands current position within hip-hop culture. These days, many consumers that are rocking the freshest brands are influenced by rappers like ASAP Rocky, Jayden Smith, and Migos. DYNE looks to use that influence to accompany their high-end product.
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