As Soul Cycle was constructing their campaign “sound by soul cycle” they came to Timeless to take their idea of incorporating live performances into the soul cycle experience and build the entirety of the campaigns visual framework. in order to enhance the clients main objective to transform their members in “mind, body and spirit“, the timeless team set out to construct an experience that was fully immersive. The timeless team, consisting of: A R T, Cole Cook & Luke Wright conceived the visual identity for this experience and created a ton of micro content that was used to promote the event. We made custom projections that played throughout the event, lighting design that matched the intensity of the class & a full recap of the event. Resulting in a groundbreaking and unique product that merges music, fitness and performance to in order to transform and engage. The campaign proved successful — instantly selling out upcoming events.
We did it again. In Nov of 2018, Bally reached back out to Timeless Eye to direct their second collaboration with legendary hip-hop producer Swizz Beatz. This time providing director, Luke Wright, with full creative control. Taking full advantage of the opportunity, Luke created a team and a vision that would break boundaries in the fashion world. Working with art director Alex Ldajov we pulled inspiration from a series of nightmares the director was experiencing at the time, complementing the X-ray style seen in the collection. We further amplified this theme with the help of ICONIC makeup artist Hazkel Brown, who is known for his unique style of high fashion face painting. Due to the creative freedom, we were able to work with a cast that consisted of plus-sized models, Latinx models, and a model with vitiligo, in an attempt to push forward the ideals of expanding cultural representation in the fashion industry, body positivity, and all-around inclusivity. The result is a visually captivating campaign that defies the norms of the high fashion industry, exactly what we aimed to accomplish.
When Timeless was presented with this project we wanted to bring to life the struggles of being a black man in America today. In the words of the songs creator, Common, “Hercules is a symbol of strength” a representation of the challenges faced and how we overcome them. The creative for this video was inspired by the reality of modern society and the symptoms caused in black communities, including the need to be constantly running from what they tell us we are, violence, oppression, police brutality and more. We created a narrative in which Common’s lyrics tell the story of a young boy running from his surroundings as the world around him appears to be succumbing into violence and chaos. Swizz acts as a father figure for the boy, who was played by his firstborn son Nasir Dean, guiding and preparing him for the challenges that he will undoubtedly have to overcome. The imagery was influenced by classic hip hop motifs, contemporary leaders in the space such as Kendrick Lamar, and iconic figures such as Malcolm X. The video was shot over 2 days in LA, with an incredible team who worked tirelessly to make it all happen.
What a year! In 2017 the Timeless Eye creative team was able to accomplish so much. From event recaps of some of 2017s biggest events to huge fashion campaigns, Timeless Eye was really able to show its chops. Here is some of the best work we produced this year.
Best Videos of 2017
No Commissions Miami
We took a cinematic approach to capturing No Commission's long-awaited return to Mi. By using the inspiring words of Johnathan Mannion, we told an epic story that shows what No Commission is all about.
Alicia Keys Bomber Campaign
Bally x Swizz Campaign
We helped Swizz Beatz introduce Bally to the streets in this Photo/Video Campaign that has surpassed 2 Billion Impressions across the web.
Backstroke Short Film
We helped Robbie Barclay actualize his Vimeo Staff Pick Winning Thriller.
Arjun Kanungo Gallan Tipsiyaan
We helped Indian Mega-Star Arjun Janungo showcase high-fashion NYC nightlife to an Indian audience.
Best Fashion Photos of 2017
Best Digital Event Photography
Best Film Photography
Best Instant Film Photography
Swizz Beatz is one of the few people in the world connected to the world of fine art, music, high fashion, and the streets. He brings these previously separate worlds together with his new collab with Bally, the second oldest luxury fashion brand in the world. The collection features the artwork of No Commissions artist Ricardo Cavolo. Swizz curated a unisex line that utilizes iconic characters created by Cavolo. Bally's released advertising for the campaign was primarily animation graphics - not quite the Fine Art meets Hip-Hop feel that Swizz was going for. That's when we got involved.
We decided to create a campaign that show cased talent that bridged these worlds together as well: kings and queens, empowered by their own eclectic diversity. We wanted to make something that would resonate with the culture that Swizz already such an influence over, a market previously out of contact to the Bally's brand. Our goal was to make something that would put Bally on par with brands like Gucci and Louis in the Hood. We wanted to create a campaign that shocked the high fashion world and let everybody from every walk of life know that Bally is back.
We started by reaching out to artists that are in tune with the streets. We looked for lesser known artists with unique, iconic looks like Jason Santore, to combine with household names like Joey Bada$$. Once we got the talent, everything began to fall into place. We had a studio that could accommodate shooting photos and video simultaneously. Our producers kept the talent moving from room to room so we were able to maximize the workflow.
As the day rolled on the creative juices kept flowing. Each model would inspire the next to step their game up. Everyone working together to achieve Swizz's vision. As day turned to night, word got out and the set turned into a destination for Swizz's crew. Diddy and French Montana showed up with Ice Cream cones in hand and we knew it was about to get crazy. We spent the final hours of the night fighting with Diddy's personal paparazzi to get the shots we needed.
In the end, Timeless Eye was able to accomplish what it does best: creating boundary pushing work that bridges worlds together to reach a global audience.
Cole Cook handled the photography, while Luke Wright headed up the video team as Director. Sammy Levine made his commercial debut as Director of Photography.
The videos will be on display at the Madison Ave Bally Store until 10-4-17.