Sneaker-specific brand ETQ Amsterdam unveils its campaign video for Autumn and Winter 2013. Unexpectedly, the short movie resembles a dark and glitchy horror film—taking a turn from the brand’s usual clean-cut style.
The video is set in a dark alley way and involves flickering lights, shadows and images that correspond with ambient music. A lot of “scrubbing” video effect is used, quickly rewinding and fast-forwarding shots. The silhouettes are rapidly re-positioned, but still in movement. The models of the video are unidentifiable as they are hidden in the dark.
Of course, the video makes sure to shine light on nothing but ETQ’s renowned sneakers. Though you can’t see much else of the collection in the dark, the glimpses of shoes give a pretty good idea of what is to come.