Field Unit Unveils Colourful Campaign for Cash App Clothing Line
Creative production company Field Unit has unveiled its latest campaign, made in partnership with global agency PUSH, for Cash by Cash App, a line of custom apparel designed in-house by the Cash App team.
The campaign needed a modern dynamism to help relaunch the Cash by Cash App brand in 2023, which will see an update of its overarching look and design across its branding and website, in anticipation of new product drops and collaborations. Field Unit worked with PUSH and Cash by Cash App to bring on board artist/director Sam Cannon who both creative directed and directed the campaign. Sam and the team worked to bridge the gap between current and future branding by incorporating both new and previous products within a unified creative direction that appeals to internet-savvy streetwear fans.
Sam Cannon works within the cross-section of photography, video, experiential and performance art. Passionate about creating dreamlike, hyperrealistic worlds that are powered by technology, visual effects and creative use of AI, the talented director was the perfect creative fit, with her work already influential among the target audience.
The creative brief asked to showcase models against a selection of backdrops for a photo and video campaign that feels surreal, cinematic and playful, despite the simplicity of its core idea. To achieve this ambition, Cannon and Field Unit opted to use an LED Volume stage, which enables video and photographic content to be captured simultaneously.
Shooting on the LED Volume stage at XR Studios removed the need for green screens or heavy post effects. Enhancing the surreal quality of the video, the cutting-edge virtual production solution allowed the team freedom to experiment with unique choreography and movement-based transitions which were social-first in style, without the need for a VFX artist.
The backgrounds were created by Chris Golden, a 3D artist who specialises in creating hyper-psychedelic 3D motion art. Sam and Chris developed the custom backgrounds using the client’s creative concepts, to produce colourscapes and visuals that perfectly aligned with the styling and movement of the models on screen.
Oscar Lyons, executive producer, Field Unit said, “We work with lots of technology companies, and we love to do something different. A tech company doing a fashion brand that appeals to young people and internet culture is precisely that - different. Influenced by technology, fashion, fine arts, and young creative people, Cash by Cash App embodies the facets we’re striving to incorporate into our work and self-presentation.”
“We were thrilled to produce this with Sam Cannon. She’s a bit of a legend because she has such a unique creative vision, and is an absolute genius with the technical details. She led both the photography and video sections, was an absolute pleasure to work with, and she navigated us through a very technically complex process of creating custom, super large format visuals while keeping all the elements and teams creative aligned."
