Case StudyFASHION2025

WEEKDAY — URBAN SPIRIT

Cast before concept. We spent three days finding six people and then wrote the film around how they actually moved, which is why nothing in it looks directed.

A stylish person walking naturally through a classic urban street scene, wearing an oversized grey suit.

Client: Weekday — Nordics
Campaign: Weekday — Urban Spirit
Year: 2025
Format: Film 40″ · Social 9:16 · Lookbook stills

Watch the film

REAL PEOPLE: 1
DAYS SCOUTING: 3
LENS USED: 3
STUDIO LIGHTS: 0

01THE CASTING

DOCUMENTING REALITY

Rather than forcing models into rigid poses, we let the city dictate the pace. The camera acted as an observer, tracking our street-cast talent as they naturally navigated their own environment.

This documentary approach ensured the garments moved exactly as they would in real life — unpredictable, fluid, and completely authentic.

A dynamic, heavily motion-blurred shot of a person in an oversized grey suit moving quickly through a classic European street. — Using slow shutter speeds to capture the raw, undirected energy of the street cast.

02THE STREETS

AVAILABLE LIGHT

We abandoned traditional fashion setups entirely. There were no bounce boards, no artificial strobes, and no controlled environments. We relied strictly on the natural, available light of the city.

This forced us to adapt to the shadows and textures of the urban landscape, like rough brick walls and narrow alleyways, making the garments feel lived-in rather than merely displayed.

Low-angle shot of a street-cast model in an oversized grey suit leaning dynamically against a red brick urban wall. — Using only available light and real locations to integrate the styling into the raw cityscape.

Available light, real locations, one lens. The clothes are never the subject of a shot — they are simply always present, which is how people wear them.
Sofia Almeida, Director

The Craft

Creative Direction: Focusing on raw street culture rather than polished, traditional fashion tropes.
Casting: Scouting real people on the streets to ensure completely authentic movement and attitude.
Film Production: Adopting a pure documentary approach, following the cast naturally without directing their actions.
Still Photography: Capturing spontaneous, undirected moments as they happen in real urban environments.
Colour Grading: Keeping the tones natural and true to the cityscape, embracing the available light.

On the Bench

ARRI Alexa Mini
35mm Prime Lens
EasyRig
DaVinci Resolve Studio