Y-3 – 2009 Spring Summer Campaign
March 6, 2009, 2:47 pm
Filed under: D-Fashion, D-shopping, D-Word | Tags:

Y-3’s campaign for Spring/Summer 2009 disregards convention in favor of a fresh perspective on the world. It is a look at a synthetic reality, an exploration of peoples lives seen as a glimpse through the lens of omnipresent surveillance cameras. The accompanying Y-3 movie captures a mood of undiluted elegance, vibrancy and sophistication – the mood of Y-3. Filmed by Darren Lew with the creative direction of Doug Lloyd, it reveals the verve of the Y-3 lifestyle where high performance meets high fashion.

For the 2009 Spring Summer collection campaign, Y-3 has appointed branding veterans Lloyd & Co to produce a short film that will promote and set the tone for the current collection. The story is fluent yet ambiguous, with male and female characters making connection during their inner city fitness routine. This is a good quality short film that emphasises the Y-3 concept of seemless fusion between athletic and high fashion.



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