Berghaus hands ‘big jacket’ buff Glenn Kitson creative reins for Mera Peak return
Film is a mixture of soundbites, real-life footage and AI rendering.
To mark the re-release of its 90s Mera Peak jacket, Berghaus wanted a short film that captured the iconic jacket in all its glory. To do so, the brand approached artist, adman, filmmaker and ‘big jacket’ enthusiast Glenn Kitson.
“To be honest, Berghaus gave me full creative control, which was extremely brave, and I genuinely couldn’t believe it,” Kitson told The Drum. “It’s so refreshing for a brand to do that these days, but I think that’s what is going to get cut through now. You have to be unexpected; people’s attention spans are pretty fucked nowadays and the only way to compete is by doing stuff you don’t see elsewhere and that pushes things on.”
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To capture the love for the gore-text jacket, Kitson interviewed a whole range of people, from ravers to ramblers, who he knew would produce amazing soundbites for the film. The artist also features in the spot in animated form.
Overlaying the audio with a mixture of colorful visuals that include both ‘real’ footage of fashionable models and then rendering them with AI has resulted in a super trippy spot.
The film was independently made through Kitson’s studio, The Rig Out.
Last year, we interviewed Kitson about becoming adland’s favorite social media star.