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MCQ x Anton Reva
Stills for the MCQ Aratana global launch

Art-direction

Aiming at the launch of their new collection of Aratana x Alexander McQueen sneakers, Anton Reva, a media artist, together with his team devised briefings for remote shooting of each of the 16 characters, focusing on the real possibilities — timing, availability of individual talents, potential stylization of footage and other technical factors. After receiving the footage, hundreds of different tests were conducted as part of the production, including various printing and overlay techniques, custom solutions – applying ink and typography, physical collage, retakes and experimental scanning – all of which further fulfilled itself in a series of styles for the global launch of Aratana x Alexander Mcqueen.

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