ADD Man — SS24 Campaign Film | Cinematography by Vitaly Kazanin

ADD Man — SS24 is a campaign film shot in Fuerteventura, designed around light timing and a deliberate “temporal shift” aesthetic. Instead of relying on a single lens language, the cinematography uses a mixed set of five or more lenses—intentionally different in rendering, contrast and texture—to create subtle jumps in feeling across scenes. This approach turns lens choice into storytelling: each optical signature suggests a different moment in time, even when the locations remain coherent. The production plan was built around specific daylight windows to leverage the island’s natural light at its best, keeping the image clean and premium while letting the atmosphere evolve throughout the day. The project’s standout detail is the analog VHS transition pipeline: selected shots were passed through an analog conversion service, re-recorded from a monitor using a real VHS camera, then digitized and integrated back into the edit as organic transition material. The result is a modern fashion campaign with a crafted, tactile time-warp layer that feels real, not “plugin.”

Technical notes:  Location: Fuerteventura · Multi-lens approach (5+ optics incl. Tokina 28–75) · Mixed focal ranges + filters · Light scheduled by daylight windows · Analog VHS conversion → re-recorded on VHS camera → digitized back for transitions.