LOOSE LEAF APPARELwear yOur stOry

LOOSE LEAF APPARELThe Client: an online T-shirt company that hand crafts their deisgns in an artisianl fashion for fellow designers and artists to enjoy.

Creative Team: Michael Fangman & Myself

Videography: Tony Watters, Michael Fangman & Myself

Problem: Loose Leaf Apparel’s design minded audience lacks recognition of this new brand, as well as a real artisan story connection.

Solution: Create a documentary that will introduce Loose Leaf to it’s young creative audience by telling their artisinal story through the stories 3 other twin cities artists.

My partner Michael and I knew in order to truly resonate with this hard to reach audience of young creatives we had to really grab their attention in a big way. We set out to actually produce a mini documentary that would tell the deep rooted artisinal story of both Loose Leaf and the creative twin cities community that supports them. First we found some amaz-ing artists willing to participate and what we came to find is that amazing would be a grave understatement. Musician Heatherlyn, abstract artist Robert Combs and web designer and founder of Grandpa George Douglas Brull were interviewed and provided an intimate look inside the mind of a “Craft Fiend” artist. With the help of videographer Tony Watters, Michael and I filmed, interviewed and edited the documentary from start to finish. Although the full documentary is still in the final editing process the teaser alone indicates the insights and pure love that exists between artist and craft and certainly reminds us why we love what we do to such extents.

the making OFthe dOcumentary

LOOSE LEAF APPAREL

craft fiend

a song, a painting, a website or t-shirt, it’s

dOcumentary POSTERS

These documentary posters inspired by the screen printing style of Loose Leaf’s T-shirts, serve as a call to action for the up and coming documentary. Placed throughout the Twin Cities near theatre and entertainment venues, the posters introduce the brand and their debut documentary.

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LOOSE LEAF APPAREL

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Imagine for a moment, your walking down the street and suddenly the tree next to you is rockin some pretty sweet leaves. What do you do? If your anything like this audience (and myself) you would pick it off and take a deeper look. We know it’s a little puny (given the name Loose Leaf and all) but these creatives travel predominately by foot and would really get a kick out of a personalized Craft Fiend invite hanging from a tree for them to pick.

GUERILLA-INOVATIVE

LOOSE LEAF APPAREL