Video by Bjørn Staal.
Sang Bleu FW17: Translating Fashion Into Cinematic Intimacy
Setting the Scene
For the Fall Winter 2017 collection The Day I Met You, Sang Bleu collaborated with COLLECTIVE OSLO on a cinematic campaign exploring intimacy, identity, and emotional tension through moving image and photography. Created for the collection by Maxime Büchi, the project balanced fashion, atmosphere, and visual storytelling within a stripped back architectural setting.
Creating the Campaign Universe
Produced inside an empty office space at Aker Brygge, the campaign transformed a minimal and industrial environment into a cinematic emotional landscape. Through restrained scenography and carefully composed imagery, the project emphasized mood, presence, and human connection while allowing the collection itself to remain central within the visual narrative.
Minimalism, Emotion, and Cinematic Direction
Shot by Dusan Reljin and co directed by Dusan Reljin together with Hilde Reljin, the campaign blurred the line between fashion film and art cinema. The visual direction focused on tension, movement, and intimacy, creating a dreamlike atmosphere balancing softness with architectural precision.
Models Anna Skavlan and Vetle Emile, cast through Team Models, became central emotional figures within the narrative. Styling by Linda Wickmann reinforced the understated and tactile aesthetic of the collection while maintaining the raw visual language of the campaign environment.
Our Approach
Our approach focused on creating a cinematic and emotionally driven interpretation of the collection rather than a traditional commercial fashion campaign. COLLECTIVE OSLO developed the production around atmosphere, movement, and emotional realism, allowing the architecture, styling, and human interaction to shape the visual rhythm of the film and imagery.
COLLECTIVE OSLO led the concept development and production of the campaign, coordinating photography, film direction, casting, and creative collaboration. Through minimal spatial intervention and carefully controlled visual compositions, the project created a timeless and intimate campaign universe reflecting the intellectual and artistic identity of the Sang Bleu brand.
CLIENT
Sang Bleu
COLLECTION
The Day I Met You FW17
LOCATION
The Vigeland Museum
CATEGORY
Campaign Production
Fashion Film
Creative Direction
DELIVERABLES
Concept Development
Campaign Production
Fashion Film
Photography Production
Creative Direction
Casting Coordination
Visual Storytelling
PRODUCTION
Photo & Film Direction
Dusan Reljin
Hilde Reljin
Creative Collaboration
Maxime Büchi
Styling
Linda Wickmann
Models
Anna Skavlan
Vetle Emile
Casting
Team Models
