A self-directed film built around X CLUB, an electronic act whose kinetic, high-energy sound has led them to recent global renown. The starting point was Carhartt WIP, a brand we represented for almost two decades through our retail concept, and that has long had an affiliation with music and street culture. That history, and Carhartt's ongoing support of underground dance through it's initiatives like Relevant Parties, made the project feel natural to build out.

We wanted to expand our creative boundaries further into short-form storytelling, so we built a brief around capturing the energy of X CLUB's music as a piece of film. This one was predominantly creative direction on our part, the concept, styling, locations, and shot design all developed in-house - produced alongside the ever-talented videographer Simon Kim.

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