If Massif’s Marc Sidelsky’s latest spot is anything to go by then words such as ‘unprecedented’, ‘new normal’ and ‘pandemic’ will be joined by another that we’ve been hearing a lot over the past few months: weird. The latest Nike x Stüssy collaboration spot for Shelflife sneakers centres around the word while showing off a new style of fashion film that is as understated as it is charming.
The
clip is a conversation between friends about a weird dream one had but
is beautifully written with the products so subtly showcased throughout
each scene that it’s easy to forget you’re witnessing a brand campaign.
Of course filming this during lockdown in South Africa presented its
challenges but the end result is an engaging spot toying with what it is
to be ‘weird’.