Xacus Journey. The tailoring performance of a shirt.
Three shirts, three innovative fabrics, three videos in one.
Xacus is a high-end industrial tailoring house. To launch the new Journey collection –made up of three shirts in innovative fabrics– the company chose to communicate performance and target users. The videos we produced first became a 'life-size' triptych for Pitti, and then dedicated content for the web.
One piece of content, many formats.
Producing footage for such different formats as 16:9 (horizontal), 1:1 (square) and the more recent 9:16 (vertical) is no simple challenge. To maximize resources and production time, we developed an effective method: we consider the various formats from the very beginning, shoot at very high resolutions with clear reference points, and, where necessary, shoot separate ad hoc versions of certain scenes.
Merino Shirt
The heat and cold of two iconic vintage appliances
to evoke the performance of the merino shirt made with Reda Active fabric.
Active Shirt
The bike and a commuter cyclist
to tell the story of an elastic, breathable shirt.
Travel Shirt
A suitcase always on the move, to tell the story of
the performance of the most classic shirt.
A single production for multiple purposes
During the video shoot, some photographic material was also captured to help tell the full story. Below are some behind-the-scenes shots.
PROJECT CREDITS
Studio Visuale + Xacus core team
For Studio Visuale direction and project management Francesco Pia
For Xacus with the valuable collaboration of Davide Celeghin
The following contributed to the project
Studio Visuale Alice Musi (editing and animation), Manola Cervesato (storyboard and graphics), Silvia Giordani (producer)
Crew and Set Giovanni Andreotta (director of photography), 4 Frame, Marijana and Davide, Nadia Moro (photographer), Luca, Alfonso and Michele of Photo Design
Props Brooks England (thank you for the helmet and backpack), Cicli Blume (thank you for the beautiful bike)
