Studio TM is an award-winning creative studio in Hong Kong founded in 2010 by two creative talents Topaz Leung and Martin Cheung, focusing photography, advertising, art direction and art education.
ideo campaign for DETERMINANT’s concept store.
DETERMINANT, the retail brand under Esquel, offers functional, high-quality, all-occasion shirts to the new generation of gentlemen.
The video showcases the details of different parts of the shirt, and on the other side demonstrates the descent cotton making procedure, from raw fibres into threads, yarn and fabric. This campaign presents a bold and crafty sense of art direction, and synchronises with the industrial mood and tone factory shots to make a contrast in-between.