The C9 Active Apparel line of clothing from Target is being featured for the first time in a store of its own in San Francisco's recently opened City Target. The debut of this flagship location is unique in that it is one of a kind and features a 9 minute looping video created by the JCP team. The video concept was created by the Minneapolis based agency Knock who approached us earlier this year to collaborate and produce a montage of active, athletic based visuals. The purpose of the video is to highlight C9 apparel as well as captivate store patrons with an engaging array of athletic activities including yoga, running, walking, gym exercise, soccer and bicycling interweaving amongst one another throughout the city of San Francisco. With the focus on the athletes and clothing, we were tasked to create a seamless piece that would take the viewer on a journey throughout all of the activities within the city. It was a challenge to shoot in an icon rich setting and not just show all of the well known landmarks. We worked with a San Francisco based production crew to uncover and shoot amid lesser known landmarks, places that would appeal to the city inhabitants stating "this is my city, my San Francisco."
With the help of two members from the California based Still Motion we had a solid crew with a total of 4 cameras rolling at any given time in each scenario. Ray and Paul from Still Motion fit the style and speed of our crew well and with the addition of a Stedicam, operated by Ray, we had another way of telling the story from a first person point of view. The smooth shots provided by the Stedicam whether running, spinning around yogi's in warrior pose, or keeping up with bicyclists in mid pedal gave an authentic sense of being there with the athletes and raised our overall production value.
The team at Knock were great to partner with from start to finish and San Francisco was a perfect host and backdrop for this production. We had the privilege to see many aspects of the city and couldn't have asked for a better front row seat for working and taking in the diverse sections of the city that comprise San Francisco. Enjoy a glimpse into the project through the still images and as a precursor to the debut of the C9 Director's Cut coming soon...
