CHIRAAG PARMAR
FREELANCE SHOOTING DIRECTOR | EDITOR
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Sumthink Spiritual | Brand Promo

Sumthink Spiritual is something unique - an online clothing label and Apophenic Art store, they specialise in luxury headwear and 'conscious' apparel. I wanted to capture the unique essence of the brand: The spirituality, the positive energy, the love and wisdom, and contrast this with a contemporary style film that boasted a little swagger.

We shot on location with the famous street art of Shoreditch East London as our backdrop. The magic during production went to another level in post-production. Edited dynamically with fast paced cuts, the powerful 60 second promotional video left the client speechless.