Creative Production Studio since 2008
  • LDN  --:--:--
  • LA  --:--:--

CHRISTIANAHJONES
Branded Sunglasses Film

Creative Production Studio since 2008
  • LDN  --:--:--
  • LA  --:--:--

CHRISTIANAHJONES. The tiniest sunglasses worn by the biggest stars.

Client

CHRISTIANAHJONES

What we did

Film
Social
Photography

Brief

Reposition a cult streetwear sunglasses label as genuine high-fashion.

Approach

High fashion doesn't mean abandoning the streetwear roots that made it a cult classic. We combined both worlds: filmed on the London Underground, lit with premium, cinematic lighting. With cutdowns giving each pair of glasses its own hero moment

Result

Shortlisted and screened at six international fashion film festivals, including New York, Tokyo, Berlin and London.

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 Magazine 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.

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.


 

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