© Haavard Holmaas
Masfjordnes, Vestland.
2020
“Few fields are more obsessed with the idea of authenticity than the creative professions. There is a deliberate pursuit of authenticity – an attempt to recreate it, or somehow systematically harvest its force. Thus the race begins to manufacture this elusive energy for maximum output, often with monetary gains in mind.
Yet true authenticity, like most of the deeper workings of the universe, can not be commodified or contrived without a substantial loss of life energy in the process. In its most potent form, it is unadulterated, already there.”
[NO]
Sole Studies er ei utforsking av dei estetiske kvalitetane i naturmateriale brukt i skoproduksjon. Prosjektet er ei øving å bruka dei visuelle verkemidla komposisjon, taktilitet og form til å framheva desse kvalitetane.
Creative direction
Brand strategy
Carried out 2017 – 2019
New York
Client work for FEIT
In collaboration with still life photographer Ben Pogue
[EN]
Exploring the inherent beauty in natural footwear materials, the Sole Studies project is a still life exercise in composition, tactility and form.
[EN]
In collaboration with still life photographer Ben Pogue [Walter Schupfer Agency], the project attempts to reduce visual complexity, relying heavily on the formal qualities of each component. The campaigns, carried out for New York cult footwear label FEIT, utilised components used in both footwear production and in the brand’s footwear itself.
[NO]
Eit prosjekt gjort i samarbeid med stilleben-fotograf Ben Pogue [Walter Schupfer Agency]. Målet med prosjektet var å freista destillera essensen forteljinga om sko og materiale brukt i skoproduksjon gjennom å utforska dei reint formmessige kvalitetane i materiala.
[NO]
Studiobilda danna grunnstammen i merket sin identitet, saman med svært minimal bruk av typografi. Formelen speglar merket sine produkt, som har freista nærma seg skodesign gjennom å arbeida seg fram til ein absolutt essens av kva ein sko er.
[EN]
The studio imagery formed the backbone of the brand’s identity, paired with minimal typography. The formula was devised to mirror the brand’s product, which had stripped away all unnecessary elements to arrive at the quintessential idea of a shoe.
Process
© Haavard Holmaas
Masfjordnes, Vestland.
2020