The Idea

With economic globalization currently unsteady, our ISM research shows consumers and citizens across the world responding to concepts such as ‘pride’ and ‘certainty’, concepts reflected in the symbols of patriotism. This collection of stills and footage portrays different countries and the unique intensity of emotion that’s rooted in national pride. The shoot showcases a creative, expressive, ‘painterly’ patriotism.

The Background

I wanted to create a collection based around emotions and countries. The background simple of rich black fabric highlighted the models and colour. We cast a total of 50 models for the shoot and selected 9 models to represent 12 countries. Produced for the sporting industry, this collection delivers strong concepts for tourism, politics and patriotism.

Concepts

PRIDE, SADNESS, CELEBRATION ACHIEVEMENT, EMOTIONS, HOPE, ANGER, DISAPOINTMENT, LOSS, HAPPINESS, ELATION, PASSION, STRENGTH, PATRIOTISM, VICTORY