It’s 12am at an anonymous venue. Bolts of light flash across the hot, sweaty darkness. The atmosphere is electric, as silhouetted figures weave through the crowd. Soundtracked by a pulsating beat, a disco inferno begins…
The Spring Summer 23 campaign captures this kinetic energy, lensed like snapshots from a euphoric night of dancing.
The talent is shot close together in groups, edges of energised bodies moving out of frame. It mimics the optics of a nightclub, while ensuring that each style has a moment in the spotlight.
It’s shot by Rankin, a cultural provocateur and world-renowned photographer who exploded onto the scene in the 90s with his irreverent aesthetic and evocative way of capturing youth culture. He co-founded the legendary British fashion magazine Dazed and Confused in 1991 with Jefferson Hack, and in so doing altered the face of publishing by showcasing the best of Britart and Britpop with a fiercely youth-driven ethic. He also independently publishes the renowned biannual Hunger Magazine.
The campaign film was shot on a smartphone, capturing high-octane coverage that switches between third and first person viewpoints. Shooting this way plunges the audience into the fray, jostling for space.
‘A Night on The Dance Floor’
All photography and video shot by Rankin at his own studio ‘RANKIN CREATIVE’ in London. rankin.co.uk