The staff at the ‘Poundak Hostel’ decided – in their characteristic way – that they’re throwing a party before they even have a venue for it. Before they have a logo, a language, product identity of even a facebook page. The hostel’s building itself was still under renovations and we decided to make that the concept of the event. We chose the name ‘Thunder Construction’, bought a plaid shirt in the market, and used our friends’ mask. The visual concept caught on, and we kept filming people in welding masks throughout the campaign. The party was completely sold out.
Teaser video: Daniel Elior