Carhartt soho launch

To launch the opening of a new store, its first in London's Soho, Carhartt WIP asked Yuzu to come up with a film concept.

 

We ended up shooting almost every single road in the neighbourhood, creating a few typographic street name treatments  and positioning them over each tracked shot.

 

We wanted to show the store in the context of the historic location in all its grimy glory and name check as many streets as possible. We were surprised at how many we didn't know before this project.

 

Credits

Camerawork, Tracking & Editing: Andrew Philip

Typography: Victoria Cartwright

Character Design & Animation: Victoria Cartwright

Direction: Studio Yuzu

A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Soho Square
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Dean Street in London with typography
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of a phone booth on Romilly Street in London with typography
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Walker's Place in London with typography
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Great Pulteney Street in London with typography

Registered company no. 9875381

Registered Office: 27 Mortimer Street London W1T 3BL

A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Soho Square
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Dean Street in London with typography
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of a phone booth on Romilly Street in London with typography
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Walker's Place in London with typography
A still from Studio Yuzu's film for Carhartt Work In Progress showing a shot of Great Pulteney Street in London with typography