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Coconut — Campaign.
Arpita Mehta
Campaign film for Arpita Mehta — fabric, movement and light, shot to keep the texture of the garment legible at every size.
Fashion film has one non-negotiable: the garment has to stay legible. Texture is the first thing lost to compression and the first thing a client notices missing, so the lighting favours raking angles that keep the weave and the fall of the fabric readable.
Movement is shot at a speed the cloth actually moves at, not faster — slowing it further tends to make good fabric look synthetic. Cut to hold on the drape long enough to be seen at any size it plays.