Heavy Pencil · S2 · Episode 04 · 10 min

Heavy Pencil Episode 4: Building a Fashion Campaign Around Basketball

What does it actually take to create lifestyle content that feels authentic to a brand? In Episode 4 of Heavy Pencil, we follow the UNDERFOUND team behind the scenes of a full photo and video production for En Masse as they prepare to launch their third collection. The concept centres around basketball, using movement, personality and real stories to build a campaign that feels connected to the identity of the brand rather than simply showcasing the clothes. With four models, a bank holiday shoot and a few last-minute changes to deal with, the day quickly becomes a lesson in adapting as you go. We meet a mix of people stepping in front of the camera for very different reasons: from an experienced basketball player returning to the sport after a serious Achilles injury, to first-time models coming from hockey, makeup artistry and dance.