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.
What's Driving This Trend
- Dark & Glitchy Campaigns
- Brands can experiment with unexpected, horror-esque styles for their campaigns, departing from their traditional clean-cut style.
- Ambient Music in Ads
- Adding ambient music to commercial advertisements, particularly those featuring fashion, could lend an eerie and entertaining atmosphere to the brand's products.
- Hiding Models Behind Shadows
- Incorporating darkness and shadows into ad campaigns could create a sense of mystery and intrigue for the products, making them more desirable to consumers.
Who This Affects Most
- Fashion
- Fashion brands can use dark and glitchy campaigns to experiment with promoting their latest collections.
- Marketing & Advertising
- Businesses in marketing and advertising can use this trend for creating unique visual styles to promote a broad range of products and services across industries.
- Music
- Music producers can create ambient sound designs for ad campaigns that provide a greater sense of atmosphere and emotional impact.
