Fashion Dopamine!
The collaboration of Australian clothing brand Insight and photographer Dustin Humphrey brings us a campaign entitled Dopamine, presenting a stunning series of photographs devoted to the brand’s interests of surf and skate…but in a more surrealistic way.
As Insight remarks, “On this journey, Insight’s surf team took the life aquatic, creating human art as they rode the waves amongst beatnik graveyards, uba scuba canoes and motor-cycle riding femme fatales. Meanwhile our skate team got all ‘Gilligan’s Island’ as they wrestled Crocodiles, skated a golden Elvis and contemplated life in paradise.”
Certainly sounds interesting. In terms of realization, each of Dustin Humphrey’s exceptional photographs has been divided in two–in terms of visual semiotics, two different worlds are presented simultaneously. The upper is distinct from the lower, which reveals the “rich, dark visual spectacles” of “what lies beneath”. The campaign’s references vary in a dramatically interesting way, from 50’s counterculture and surrealism to avant-garde fashion photography (read La Chapelle) and a touch of grunge aesthetics.
The result gives a fresh, artistic breath to commercial photography and, in my opinion, secures for Insight another award-winning campaign.
To view all the movies and imagery, visit www.insight51.com and let your mind wander in a “politically charged spoken word, something that might come from the lips of Jack Kerouac during a drunken rant”. After all, we are talking of dopamine here so I think it’s high time for fashion to get a bit “high”!
Image courtesy of Insight.
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