Creative Direction for Notorious Halloween Campaign
Altered Focus Studio has built a strong creative relationship with Notorious, a brand known for its edgy, punk, and grungy aesthetic. This collaboration focused on creating a Halloween-themed series for their social media and retail partner screens. With minimal input beyond adhering to the brand's aesthetic, Altered Focus was entrusted with full creative direction.
campaign concept
To align with the brand’s grungy yet hip vibe, the Halloween series drew inspiration from classic horror movie themes. Each shot was designed to evoke nostalgia for iconic films while infusing a fresh and edgy feel that resonates with Notorious’s audience.
Window shot w/mylar bag
Inspiration: The eerie suspense of the 1964 movie Straight-Jacket.
Creative Concept: Capturing an ominous silhouette with bloody handprints on a frosted window invokes a retro slasher film feel while hinting at something sinister lurking in the shadows.
Execution: Moody lighting and minimal composition emphasize suspense and mystery, which complements the Halloween theme.
knife reflection
Inspiration: Scream movies and a personal photo of the photographer’s family.
Creative Concept: Incorporating the reflective knife blade as the focal point plays into the Scream aesthetic, emphasizing danger and tension while showcasing the product subtly.
Execution: The knife reflection merges product placement with cinematic storytelling, giving the image a visceral and impactful energy.
skeleton hand
Inspiration: A mix of pop culture horror moments (Leprechaun, Gremlins, Thankskilling).
Creative Concept: The skeleton hand holding a joint humorously nods to stoner horror tropes while maintaining an element of macabre charm.
Execution: The skeletal imagery connects with Halloween while being unmistakably cannabis-centric, blending humor and spookiness effectively.
top-down scene
Inspiration: Scream crime scenes with a punk flair.
Creative Concept: The layout includes a mask, retro objects, and crime scene tape, creating an immersive scene that feels like a modern horror set.
Execution: A balanced mix of textures and elements ensures the product remains central while the scene evokes curiosity and drama.
creative challenges
Maintaining Brand Consistency
The images needed to stay true to Notorious’s punk aesthetic while embracing a Halloween-specific theme.
Subtlety in Product Placement
Integrating the product naturally into horror-themed visuals without it feeling forced or out of place.
Balancing Humor and Horror
The skeleton hand concept required careful execution to avoid veering too far into parody while still being playful.