Every once in a while, a project comes along that we really look forward to showcasing. A project that displays the work of talented creatives employing various skillsets into an array of mediums that just seem to work perfectly. This time around, it's a full-scale campaign for the launch of local company Knife & Flag Survival Union; a new apparel outfit that makes some of the most badass work aprons we never knew existed. Think: Hostel (the movie) meets Dungarees.
Apparently we're not alone in our praise of this campaign; it recently won "Best of Show" at the Addy awards last month.
Here's Jake Houvenagel from Boxing Clever with a run-down of how this project came to be: "An uber smart dude once said that need is the mother of invention. The creator of Knife & Flag, a seasoned and extraordinarily talented tattoo artist, identified a need for an apron built for independent craftsmen like himself; one with function beyond that of a normal apron (pockets, weight distribution, split leg features) but with style.
From that need, Knife & Flag: Survival Union was born. Handmade aprons, crafted with durable, quality materials and an attention to detail unlike anything else on the market, are just the beginning for this brand.
And with that came more needs. Namely, branding, an e-commerce website from which to sell the aprons, print and online advertising to help sell them and pretty pictures and videos to showcase the unique features of the aprons.
One call to Boxing Clever and bam! Boomsauce. Done.
Post launch, six apron styles sold out. The idea to open a brick and mortar storefront inspired a Kickstarter campaign that we were more than pumped to help create. More boomsauce, hold the fries.
The project also employed the capable eye of photographer Brian Cummings, who gave us a little bit more background on the exact attitude and tone that he and Jake were trying to communicate.
The look and feel of the campaign needed to be couture meets grease monkey. The goal was to make the silhouette of the form - pop off a grungy, grimy surface. Much to our good luck, our studio has a massive back warehouse that looks like something from "The Walking Dead". This provided an excellent set to shoot the campaign. Over two sweltering days in August, we shot content for print, web and motion. The quickly decaying hogshead smelled as good as it looked.