DIVERSIFYING THE OUTDOORS.
JIW JIW FILMS x BLACKS x JD SPORTS
THE CONCEPT
Whilst working with JD Sports, we were briefed with producing a film as part of a wider campaign titled ‘Everyday Life Outdoors’ for outdoors brand Blacks. The campaign aimed to celebrate people from all walks of life enjoying the outdoors, and our film celebrated Amira the Wanderlust.
Amira is a adventurer, hiker and founder of The Wanderlust Women. Amira's aim is to diversify the outdoors and show that there truly is a space for all, by breaking down the barriers of wearing the niqab, creating a safe space for Muslim Women to hike outdoors, and creating a community of women that support and celebrate each other.
THE EXECUTION
We travelled up to the Lake District - where Amira is based - to meet her and two friends before embarking on a several-hour hike.
Despite facing all the elements (including heavy snow, gale-force winds, and finally, a few rays of sun), we managed to shoot some stunning views of Amira and her friends enjoying the outdoors, before heading down to the sanctuary of the local pub where we chatted more to Amira about her story.
Following this, we spent a couple of weeks in the editing suite to turn the film around in time for International Women’s Day.
THE RESULT
The final film was released as planned on International Women’s Day, going out across Blacks’ social media channels.
The film was warmly received, gaining over 1,000 likes on Instagram, as well as making Amira cry!
WHAT THEY SAID
“Everyone was made to feel so comfortable in front of the camera, the final video was exactly on vision for the brand, and the final edits were top quality. They were really open to trying out new ideas on the day of filming, and really strong at telling a story through film and conveying the emotion. Definitely amazing to work with and would really recommend! Thanks so much for your time and creativity!”
Bethany Leedham, Social Media Executive at Blacks
CREDITS
Greg Caine - Camera-operator, producer, editor
Luke Nield - Camera-operator, producer
Bethany Leedham - Social media lead
Emma Slater - Photographer