Produced by Design Army, this new fashion film tells the story of the family behind Georgetown Optician — a fashion eyewear retailer with three boutiques — in a quirky, creative way with a high-fashion sensibility. Shot in a historic mansion in Maryland horse country by director Dean Alexander, the film tells the story of three characters — Isaac, the father; Irene, the daughter; and Ivan, the son. Design Army created the concept and storyboard; cast actors and voiceover talent; provided direction for styling and costuming; designed the set and built props; and oversaw every last detail of creating the film, including post-production color grading.
From the film, Design Army crafted digital and print ads showcasing the quirky characters, creating a sense of whimsy with an strong fashion tone. To complete the rebrand, Design Army helmed a social media takeover, aligning the company’s social media channels with the new fashion voice and giving them a uniquely creative, ownable feel — with shareable original content — that helps the retailer position itself as an arbiter of style and taste. ★
All the world’s a stage, but Design Army is never limited to the confines of one. The firm partnered once again with The Washington Ballet director Septime Webre and photographer Dean Alexander to craft advertising and promotions for the heart-pounding production of Sleepy Hollow, which saw its world premiere in February 2015 at The Kennedy Center in Washington, DC. Where fear intersects with intrigue, Sleepy Hollow reimagines the classic American ghost story.
In a digital video shot on location at the U.S. National Arboretum, characters are pulled out of the spotlight and thrust into the shadows of a forest fever dream. Drone footage, masterful cinematography, pitch-perfect original score, and painstaking color grading intensify the lush language of the ballet into an immersive event. A behind-the-scenes film documents how the creative vision was transformed into reality.
Because once is never enough, Design Army continued the exploration of paranoia and truth through an editorial spread for Washington Life magazine. Design Army paired images of stunning, balletic movement with powerful typographic treatments for captured moments that will keep dancers and readers alike on their toes. ★
Design Army executed the creative and art direction for The Academy of Motion Picture Arts and Sciences’ 2014 Annual Report. Inspired by a magazine feel, this issue is a visual representation of the Academy’s most exciting highlights and achievements from the past year. Each spread pays homage to keynote events, including the first-ever Oscar Concert, the Hollywood Costume exhibition, and, of course, the 86th Academy Awards®, the most watched telecast in 10 years with more than 45 million viewers.
The overall design subtly incorporates the Academy’s familiar mark and a distinct color palette that tie into its graphic standard. Playful patterns, eye-catching infographics, and splashy hues are interspersed with images of Academy figures and overlaid with quotes from honorees, press, and members. Page by page, readers can look back at the most significant moments from 2014, all leading up to the Academy Awards® on February 22. View the digital version on the Academy’s website. ★
Design Army and swimwear brand Karla Colletto have taken their long-running creative partnership to the next level with Swim At Your Own Risk, a unique capsule collection that debuted with the Cruise 2015 collection at SwimShow in Miami and has been featured in Elle, The Washington Post, Racked, and numerous other publications. The collection was launched locally with a pool party blowout at Capitol Skyline Hotel, complete with DJ tunes, inflatable crocodiles, cannonballs, and swimwear models.
After enlisting Design Army’s creative services to produce award-winning campaigns and lookbooks, Colletto teamed up with creative director Pum Lefebure to design a handful of fresh, unexpected pieces. Together, they combine Lefebure’s love of typography and signature sense of whimsy with Colletto’s precision construction and high-quality materials. Smart, witty, and decidely fresh, the Swim At Your Own Risk collection incorporates the superior craftsmanship that makes Karla Colletto a leader in the swim market while speaking to the modern, confident, bold woman — the one who’s not afraid to dive into the next great adventure. ★