Carhartt WIP: Soho
To launch the opening of a new flagship store, its first in London’s Soho, Carhartt WIP asked me to come up with a film concept. I came up with an idea to showcase the iconic Soho location, in all its grimy glory, name-checking as many street names as possible but keeping away from the obviously recognisable touristy shots. I filmed every street in the neighbourhood, tracking the typography to each shot.
I was surprised how many Soho streets I couldn’t name before this project – it’s always a learning process!