Since the beginning of 2013 Electric brand has given itself a whole new identity by re-engineering their logo, expanding product lines, and launching a new website. With their 2013 evolution comes the launch of their new campaign, ‘Atramental’. The campaign name originates from the process ‘to atrament’, meaning ‘to turn an object to black’ and will focus on a pure and honest form of documentation through the Electric premium brand.
“The elevation of the brand required a more sophisticated, timeless and truthful approach. The new campaign strives to capture moments rather than forcing unnatural situations. The return to black and white imagery is a natural evolution to the brands future, but continues to pay homage to Electric’ s past.” – Jack Bailey, Electric Creative Director.
The ‘Atramental’ campaign will feature uncompromised images from artists such as Parisian based photographer Dominic Hayden Rawle. Rawle’s passion and talents have led him into a career of photo shoots for iconic fashion publications such as Vogue Hommes, W Magazine, and Nylon Magazine. Electric ambassador and filmmaker, Mark Choiniere, will also be one of the faces of the this new campaign, leading the way to bringing ‘Atramental’ to life. Choiniere’s raw and unique style of storytelling will compliment Rawle’s iconic image capturing skills.