TNF-CAMPAIGN — Lucho Calderon

the not so functional estudio niksen

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case study

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The concept for the SS25 campaign was inspired by a playful contradiction : blending the world ofworkwear with the Dutch concept “Niksen”, which means doing nothing — a practice of intentionallyengaging in aimless activities that allow the mind to rest. This contradiction between work and doingnothing sparked an intriguing and slightly absurd idea.

In this universe, the mundane is distorted, and routine is an elaborate performance of illogical efficiency.The characters go through their day with a sense of detached commitment. No one questions themechanics of their tasks, no matter how nonsensical they may be. Perception is toyed with—viewers arepulled into the absurdity. Is there a logic to this chaos? Perhaps. Or maybe the work itself is merely a ritual,an elaborate dance of purpose without meaning.

Starring
Santi - Lana - Tyrone - Uma

Directed by
Lucho Calderon & Gerardo Alcaine

Director of Photography
Evagelos Desborough

1st AC
Alec Lemonde

Gaffer
Bootleg Gripping

Art Director / Set Design
Cloé Fortier

Assistant AD / SD
Julia-Rose Noël

Stylist
Manon Boyer-Mazal

Editors & Sound Design
Lucho Calderon & Gerardo Alcaine

Colorist
Beatrice Tremblay

Photochemical Lab / Dev & Scan
MELS

Produced by Estudio Niksen

Shot at L'ÉLOI

A MASSIVE THANK YOU TO THE WHOLE CREW - MODELS - EXTRAS
❤️️

camera:

Arriflex 535 + Cooke S4i 15-40mm T2

the first step to build out this campaign was based around my obsession to shoot with a 35mm film camera. I reached out to Gerry - once he was able to message Evangelos and confirm his involvement, we were able to know continue to set design / shot list / etc..

final camera set up

set design

by cloé fortier

In this universe, the mundane is distorted, and routine is an elaborate performance of illogical efficiency. The studio exists in a liminal space where time is neither past nor future—a strange blend of vintage aesthetics & futuristic oddities.