LOOSE LEAF APPAREL

LOOSE LEAF APPARELThe Client: An online T-shirt company that hand crafts their designs in an artisanal fashion for fellow designers and artists to enjoy.

Creative Team: Michael Fangman & myself

Videography: Tony Watters, Michael Fangman & myself

Problem: Loose Leaf Apparel’s design minded audience lacks recognition of this new brand, as well as a real artisan story connection.

Solution: Create a documentary that will introduce Loose Leaf to it’s young creative audience by telling their artisanal story through the stories of three other Twin City creatives.

My partner Michael and I knew in order to truly resonate with this hard to reach audience of young creatives, we had to grab their attention in a big way. We set out to actually produce a mini- documentary that would tell the deep rooted artisanal story of both Loose Leaf and the creative Twin Cities community that supports them. First we found some amazing artists willing to participate. To describe what we discovered as amazing would be a grave understatement. Musician Heatherlyn, abstract artist Robert Combs and web designer Douglas Brull were interviewed and provided an intimate look inside the mind of a “Craft Fiend” artist. With the help of videographer Tony Watters, Michael and I filmed, interviewed and edited the documentary from start to finish. Although the full documentary is still in the final editing process, the teaser alone indicates the insights and pure love that exists between artist and craft.

the making OFthe dOcumentary

LOOSE LEAF APPAREL

craft fiend

Exposes the true insights and perspectives inside

This mini-Documentary reminds us why we love our craft to such extent and howthat defines us as both people and artists.the heart of craft fiend is being able tofor just a moment, connect with anotherperson over our passion. Whether it bea song, a painting, a website or a t-shirt,it’s enough to inspire us to continue on our artistic journeys.

dOcumentary POSTERS

These documentary posters, inspired by the screen printing style of Loose Leaf T-shirts, serve as a call to action for the up and coming documentary. Placed throughout the Twin Cities near theatre and entertainment venues, the posters introduce the brand and their debut documentary.

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LOOSE LEAF APPAREL

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Imagine for a moment, your walking down the street and suddenly the tree next to you is rockin some pretty sweet leaves. What do you do? If you’re anything like this audience (and myself) you would pick it off and take a deeper look. We know it’s a little punny (given the name Loose Leaf and all) but these creatives travel predominately by foot and would really get a kick out of a personalized Craft Fiend invite hanging from a tree.

GUERILLA INNOVATIVE

LOOSE LEAF APPAREL