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BEHIND THE FRAME | Fay Archive: "In Japan" – FW24 Campaign

Published almost 2 years ago • 1 min read

Fay Archive: "In Japan" – FW24 Campaign

Hi Reader,

A few months ago, I shared some photos from my trip to Japan. Two intense weeks spent between the wild landscapes of Hokkaido and the chaos of Tokyo.
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More than just a work trip, it was an encounter with five incredible people, each with a unique story. They are the faces of the new Fay Archive FW24 campaign.

I had the chance to closely follow their lives: from the silent mountains to workshops overlooking the frozen sea, to the crowded city streets.

With the videos, I aimed to capture fragments of reality, authentic moments. We used only natural light and ambient sounds, with no filters. We wanted everything to feel as real as possible, because it’s the imperfections that make the story honest. The people we met welcomed us with great openness, enriching every moment of the campaign.

You’ll be among the first to see the videos in preview, and I’d love to hear your feedback!

Talk soon,
Marco

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P.S. I’m also excited to share that I'm in the final stages of preparing for FOREVER HIC, the short film I’ll be shooting in a few weeks. If you’re interested in supporting the crowdfunding campaign, now is a great time to get involved!

BEHIND THE FRAME is a monthly newsletter that focuses on aspects

at the intersection of cinema, advertising and communication seen through the lens

of my experience and approach as a director.
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Marco Mucig | Director
​www.marcomucig.com​
+39 333 2932950
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