As an agency, working on tight deadlines is not entirely out of the ordinary for us. From curating concepts to pulling together a shoot overnight, it takes about the most strategic approach to finesse things but when it’s for a big magazine like GQ, we know everything needs to go up a notch.
Meshing GQ’s star allure with the signature Tommy Hilfiger style, the collaboration between the two was quite unique. Not only did it present the brand’s spring and fall collection but it sought to be star-studded with rising stars. Coming into the picture with the task of carrying out the creative production for this concept, we knew everything needed to be synchronous and in line with both brands.
GQ embraced the concept of collaborating with up-and-coming stars such as Babil Khan and Neeraj Chopra, both of whom are excelling in their respective fields and exhibit a unique sense of style and approach to fashion, making them the perfect pick for this shoot.
Starting with the dynamo, Babil Khan, our focus was to bring attention to his eclectic personality and style. Known to defy the boundaries of fashion and raise the bar with his outfits, our main goal was for him to shine through. For this particular shoot, since it was our first time working with Conde Nast, we were thrilled to venture into something bold and fun and create something reminiscent of Babil’s personality. We explored various outfit options from Tommy Hilfiger’s spring collection and even crafted a set with curved walls and a chair to match the aesthetic that resonate well with both GQ and Tommy Hilfiger.
Babil’s shoot featured an editorial and a fashion film, both of which showcased the different outfits and captured a glimpse of his vision for his style and fashion. The colour palette and overall vibe for this shoot were quite eclectic and full of life and embodied Babil’s personality through and through.
Our second star was none other than the lightning-fast Olympician, Neeraj Chopra. Young, captivating and oh-so-talented, working with him brought over all the energy needed on set. This shoot was a showcase of the winter collection and was a lot more subtle compared to the shoot we did with Babil. This toned-down approach was done to match the collection and designs presented to embody Neeraj’s nonchalant personality, and style along with his tremendous achievements. Keeping it cool and casual, the set was more prop-based. Working on deadlines with a turnaround time of as short as 5 days, it was important to focus on aspects that brought in a larger impact. Small and effortless accents like custom steps, javelin and a floor-to-ceiling background of the logo made this shoot the perfect ode to both Neeraj and Tommy Hilfiger.
The editing style for both shoots followed clean cuts with a variety of transitions that captured all the fun we had on set.
Collaborating with GQ x Tommy Hilfiger was everything and more than we could ask for. Being our first project with Conde Nast, this two-fold shoot gave us the opportunity to experiment with a fresh and imaginative take on this collaboration and enter the realm of high fashion with star-studded glamour and an ode to one of the most iconic American brands.