What Do They Know?
This short film captures a defining moment for young creatives: seeking validation from an industry gatekeeper.
A group of emerging designers pitches their collection to a retail buyer, only to face subtle disrespect and pressure to compromise their vision. As doubt creeps in, they confront a bigger question..why seek approval from someone disconnected from their culture and perspective?
The film reflects the ethos of Fades®: experience is wealth, and real value doesn’t come from external validation.
Our designers realize that no one is better positioned to control their success than they are. To the one they thought would change their lives and brand direction, what do they know?
Inspiration
This concept was inspired by a trailer for a music video I saw. The video depicts a group of artists receiving a bunch of advice from a spectator who had nothing to do with their work. I thought an interesting take would be to have a group of designers and brand owners pitch their brand to a buyer, someone who had everything to do with their industry. The desire to grow and break into the industry is hard, but it can come with sacrifices in losing your identity and your goals. As they speak, he hears the yapping, too caught up in himself.
Process
First, I developed a production timeline/summary in Figma for my team, which included 3 models and a video editor. I also developed a proposal summary to send to diners in the Boston area to share more about the project and help secure a space. I then referenced the inspiration video to develop a shot list and filming order, so time was used intentionally to avoid multiple camera and set changes.
Brand Integration
I integrated the brand primarily through styling, dressing each character in Fades pieces from various drops. Throughout the film, key product details were intentionally highlighted within select sequences to maintain a subtle but deliberate brand presence.
Grounded in the brand ethos, “Experience is Wealth,” the narrative reinforces the idea that even without closing a deal, the characters leave with something more valuable: perspective. The overall tone reflects the belief that growth, not outcome, ultimately shapes better decisions.
