As part of a big collaboration of Heron Preston and Mercedes Benz to celebrate the 40th anniversary of the air bags, Heron designed an outwear capsule collection created to functionally inflate and deflate with air on demand by lining with an inflatable insulating system.
All the producing process was managed by a Mercedes Benz “lab factory”, based near Milan, while Heron coordinated everything from New York (during the COVID-19 travel bans). Our mission was to portray the making-of of the items, capturing especially the working place, as a teasing campaign. The main part of the project happened in loco, with behind-the-scenes video and photography content. With Heron Preston in town a few weeks later, we realized a collateral shooting, with him interacting with his creations. The assets were used by Heron Preston social media and important media outlets, like Hypebeast and GQ Italia.