This is a project we worked on with American Apparel.

We shot the commercial in our Fort Lauderdale studio, and some of the models we used included some of our own staff which made it an enjoyable experience for the team.

Working with American Apparel on this proved to be way more play than work. It’s no wonder they’re the sartorial monolith they are today.

Shooting in our Fort Lauderdale studio gave us full control over lighting and set design, which was essential for capturing the clean, minimal aesthetic American Apparel is known for. Using a mix of our own team members as models brought an organic, unforced energy to the spot that a traditional casting approach might not have achieved. The final piece blended quick cuts with longer, lifestyle-driven moments to keep the viewer engaged.

Fashion and apparel brands benefit from a production partner that understands both the creative vision and the commercial purpose behind the content. At C&I Studios, our video production process is built to serve both. From wardrobe-driven commercials to full lookbook campaigns, we bring the same dedication to craft. View more of our fashion work across our portfolio.