What we did
Dark Stag is a professional barber tools brand that prides itself on respecting the history of this ancient profession and helping today’s barbers to shape the future of the industry. Its products are all designed around the idea of upholding the traditions of the craft of barbering, whilst also providing modern-day barbers with the tools they need to push that craft forward. They were looking for a film that would encapsulate this ethos and give viewers insight into who they are, what they do and what they stand for.
Whilst Dark Stag were naturally looking for a film that would showcase the quality of their products, they also wanted to ensure that the narrative of where their brand sits within the history of barbering permeated throughout the piece. This need to be much more than just glossy shots of scissors – we needed to tell a story. A story not just about Dark Stag the brand, but about the craft of barbering.
First and foremost, we worked closely with the client to come up with a script that we felt did justice to the values of Dark Stag and the traditions of barbering. Then it was all about scouting for the right location to serve as the backdrop to our story. An old client of ours, Sweeney Tom’s, turned out to tick all the right boxes and also provided us with models and barbers that had the look that we were after.
But no matter how perfect the location looks straight off the bat, set design always plays a massive part in creating the right look for all the projects we undertake and none more so than this one. We didn’t want the set to look like a product photoshoot. We wanted to create a living, breathing environment for the scissors and other tools to exist in where they would still stand out, but not in a way that appeared ostentatious. We needed colours, textures and props that would complement the tools, but that also added to the authenticity of the environment we were trying to create.
We carried this mindset through with us into the edit suite during post-production, using a grade that pushed the lighting and design decisions we had made on set to their extreme, with subtle elements of sound design just give the film that little bit of flair and polish. And then to cap it all off, using the rich, gravelly tones of the client themselves (not something that always works but certainly did on this occasion!) gave the film that finishing level of personality and charisma to bring it to life.