After seeing his Invisible Jumpers project, ARNOLD WORLDWIDE commissioned Joseph to work on a multifaceted campaign for a pharmaceutical skin care product including stills, cinemagraphs and films, using the wardrobe and location design techniques he’d developed for his personal project. Shot on location over a two month period in Florida, North Carolina, Pennsylvania and California, using real patients in both camouflaged and lifestyle scenarios, Joseph produced over 80 final assets including stills and cinemagraphs.
The overall look of the camouflage areas were developed by Joseph to ensure the patients would melt into their backgrounds and created the wardrobe brief for both stills and TVC.
The shooting process included several remote shoots completed from the UK with a live stream from the camera on set, directing models and lighting whilst his assistant in the USA physically triggered the camera. Stills and cinemagraph post-production was managed by Joseph and Flock for the US agency.
Here’s one of the concepts in full, where the twin swimmers are camouflaged and hidden in their environment to their full reveal post-treatment, living their best lives.
