Cav Empt — Item Guide & Best Build For PVE & PVP
Art Direction, Editorial Design, and Motion Graphics for the 2019 Fall/Winter collection from Japanese-based streetwear brand, Cav Empt.
Cav Empt, launched in 2011 by Toby Feltwell and Hishi Yutaka, is a brand based in Japan that blends London-esque streetwear with eccentric, retro-futurist graphics. The name Cav Empt is a shortened version of the term “Caveat Emptor”, which translates to “Buyer Beware” in Latin. The name can also be found within the Sci-Fi novel UBIK by Phillip K. Dick, which questions the perception of reality and technologies’ influence on society. Such influence is easily recognizable throughout the brand’s Sci-Fi aesthetic.
Working closely with Safe Crackers and Toby Feltwell, the team created a promotional video, an AR scanning app, and a physical publication in the form of a zine, for the release of Cav Empt’s 2019 Fall/Winter collection. Shifting between hyper-realistic pseudo-RPG and philosophical dream state, the video follows a single person, possibly an avatar, decked out in Cav Empt apparel as they wander throughout various landscapes locating items and inspecting their statistical values via AR scans. All the while, a hovering voice grants viewers a tutorial of sorts, opening with the important reminder: “The first thing to know is that none of the systems or the mechanics are explained so you have no real way of knowing what value something has, or what anything really does, or if someone or something is good or bad.”
Credits — Production by Safe Crackers, Somesuch, and Muddy Water, Edited by Tom Vatterott, Additional Editing by Ben Crook, Directed by Oliver Payne, Executive Produced by Tim Nash and McCray Sutherlin, Produced by Christo Arsenio, Narrated by Neil McDonald, Graphic Design by Matt Sahlit, In Phone AR App Design by Leonard Verzo, Cinematography by Zac Stanke, 1st AC: Brian Chow, Gaffer: Jonathan Suarez, Coloring by Paul Yacono for a52, Sound Mix by Peter Lapinski, Music: Mount Warning by CS + Kreme, courtesy of The Trilogy Tapes, Starring: Chandler Sanderson, Additional Modeling by Manyu Gao, Frances Stark, Arlo Stark, Gwen Mukes, Zac Stanke, Christo Arsenio, and Jonathan Suarez, Special Thanks to Florian Schura and Toby Feltwell, Inspired by the work of Hidetaka Miyazaki and The Spread Mind by Riccardo Manzotti.
Client
Cav Empt
Sector
Fashion & Beauty
Retail
Service
Art Direction
Editorial Design
Motion Graphics
Year
2019
