Calling – the latest in a series of campaigns celebrating sunglasses brand CHRISTIANAHJONES.



What we did

The latest in a series of campaigns from London-based production company Gramafilm, ‘Calling’ celebrates the woman behind CHRISTIANAHJONES, Tianah Hodding, and her iconic tiny-shades worn by Beyonce, Billie Eilish & Millie Bobby Brown.

This film was nominated for six fashion film awards at New York, Berlin & London Fashion Festivals.


Tiny Shades Fashion Film

Despite the A-list fanbase (Beyonce, Lizzo, Bella Hadid) CHRISTIANAHJONES was launched on Depop in 2017 and is still run solely by fashion entrepreneur Tianah Hodding.

With self-belief driving her success, CALLING speaks to a desire to be yourself: breaking free of societal constructs and stepping out of what you know, for the version you dare to be.

The film campaign is a part of Gramafilm’s initiative, which provides their creative team with an opportunity to work on passion projects, telling stories that would otherwise be left untold. You can read more about here.

The shoot was like being at the annual family bbq but cold. Everyone was like family but professionals and sooo good. Seeing the project shot was surreal.

Tianah Hodding – Founder, CHRISTIANAHJONES

CJ – Biggie Smalls Social edit
CJ – Aaliyah Social edit

See life through a different lens

Founded off the back of a desire to showcase new collaborations with community heroes, charities and trailblazing creatives, Magazine is about partnering with people the team admires, giving these heroes the resources to share their voice.

“The production space is plagued with underrepresentation; both from the creatives & producers creating the projects, but also the lack of black businesses being featured. I am proud to have been a part of ‘Calling’. Being able to tell stories that represent my lived experience on the same level as everybody else is incredible.”

Malachi Hamilton, Creative at Gramafilm.