Urban Outfitters Spec Commercial

This Urban Outfitters spec commercial represents a celebration of creativity and collaboration. Sharik Geneve Atkinson (she/they) led a team composed primarily of women, non-binary, and queer creatives in New York City to bring this vision to life. The goal was to capture a warm, lived-in, and inviting atmosphere that aligns with the Urban Outfitters aesthetic while spotlighting individuality and expression.

Objectives

Authenticity: Showcase a space that feels genuine, creative, and personal, resonating with Urban Outfitters' brand ethos.

Creative Collaboration: Work with a diverse team to highlight the power of representation and inclusive storytelling.

Technical Excellence: Leverage professional-grade equipment to create a visually stunning and technically polished commercial.

Approach

1. Concept Development

The project began with a clear vision of creating a narrative that blends style and substance. The focus was on authenticity—developing a character’s space that feels both inviting and uniquely their own. The storyboarding and pre-production process involved collaborative input from the entire team to ensure the concept aligned with Urban Outfitters’ branding.

2. Production Techniques

Filmed using a Blackmagic Pocket Cinema Camera 6K G2 and a set of Vintage Nikon NIKKOR AIS lenses, the commercial captures a timeless, cinematic quality. The lighting setup primarily featured APUTURE lights, including the 1200D and the LS 600C Pro, which were instrumental in creating a warm and dynamic visual palette. The attention to detail extended to the set design, ensuring every element felt intentional and aligned with the brand's aesthetic.

3. Collaborative Spirit

The project’s success was rooted in the collaboration of an incredibly talented team. By bringing together diverse voices, the production process became a testament to the importance of inclusivity in storytelling. Each team member contributed their unique perspective, enriching the final product with depth and creativity.

Challenges

Tight Schedule: Balancing the complexities of a high-quality production within a limited timeframe.

Resource Allocation: Maximizing the impact of the shoot while working within the constraints of a spec project budget.

Results

Visual Impact: The final commercial achieves a seamless blend of warmth and creativity, making it a standout piece within the Urban Outfitters aesthetic.

Team Achievement: The collaborative effort not only resulted in a compelling commercial but also strengthened professional bonds and celebrated underrepresented voices in the film industry.

Conclusion

This Urban Outfitters spec commercial exemplifies Sharik’s commitment to creating visually compelling and meaningful narratives. With a focus on authenticity, collaboration, and technical precision, the project stands as a testament to the power of inclusive storytelling and creative passion.