Long-established Japanese technical clothing manufacturer, Goldwin, are a company with global ambition. With store openings in Munich and San Francisco, and the launch of a crossover Lifestyle range behind them, the brand approached Systems Studio with a brief to find a universal visual language to announce their newest pair of high performance jackets across multiple territories.
The Instagram films took a narrative approach. For the Element Jacket, a cast of totemic natural beings – the exposed root system of a wildflower, a dripping honeycomb, iron pyrite nestling amongst mushrooms, and an intrepid snail – are recruited to demonstrate the garment’s roster of technical features.
Weaving together the scientific and romantic, the campaign underscores the creative use of cutting edge technology, for which Goldwin is well-known, whilst positioning the brand, beyond the context of familiar industry conventions, for an intelligent, culture savvy global audience.