Atrium · SS25 lookbook.
The brief.
Atrium came to us with a spring collection built on sharp tailoring and soft light — and a lookbook deadline four weeks out. They wanted the clothes to feel worn, not styled: real daylight, real streets, one model, no set. The catch was the weather window. We scouted three rooftops and a glass stairwell, then shot the whole book in two days around a single forecast.
The approach.
We lit almost nothing. A 4×6 silk overhead for the rooftop sequences, a silver bounce for the stairwell, and the rest was timing — shooting the tailored pieces in the hard 11am sun and saving knits and shirting for the long late-afternoon falloff. Digital carried the book; a Contax 645 ran alongside for the campaign selects, and three of the film frames made the final twenty-four.
The edit was ruthless by design. Atrium's team sat with us on day two and we cut 1,900 frames to sixty in the room, then to twenty-four overnight. Nobody remembers the frames we cut, which is the point of cutting them together.
- Client
- Atrium, Copenhagen
- Service
- Editorial · lookbook
- Shoot
- 2 days · Brooklyn rooftops + stairwell
- Kit
- PhaseOne XF · Contax 645 · daylight only
- Frames
- 1,900 shot · 24 delivered
- Delivery
- Lookbook, campaign selects, social cuts
The book sold through. Atrium rebooked FW25 before summer.
The SS25 lookbook ran across Atrium's site, wholesale presentations and two OOH placements in Copenhagen. The studio shot their FW25 campaign the following October — same model, opposite weather.
