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Sofles

BRINGING A WORLD RENOWNED GRAFFITI ARTIST TO AN ICONIC LOCAL VENUE

2019

CLIENT — Sofles

FOCUS — Concept, Creative Direction, Videography

ASK

Prominent cultural artist Sofles asked LITTLEMIDDLE to capture a mural he was doing at local heritage craft beer bar The Embassy Hotel.  


THINKING

To date, most of Sofles social media videos have been time-lapse footage with fast paced electric music. We wanted to try and slow things down a little and show the details and artistry that goes into his work.


SOLUTION

The Embassy Hotel is a cavernous craft beer bar housed within 1928 building. The request from the client was to have the artwork reflect the heritage of the building with regal elements and rustic undertones. We wanted the video to be reflective of this direction selecting a more modern, jazz/RnB track and slowing down the footage. This allowed the viewer to see the process and understand the stages that went into creating this masterpiece.

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Team

VIDEO PRODUCTION — Demetri Conias, Tomas Ryan

FEATURED ARTWORK — Sofles

FROM THE CLIENT