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To create a video showcasing the function of London agency Knit’s Hiut Music product which resides at Hiut’s factory in Wales. Hiut Denim is one of the only selvedge denim producers in all of Britain and pride themselves on a motto of “Do One Thing Well” – trust us when we say that they do that one thing exceedingly well.
From Knit – Knit has developed a unique Internet of Things product, #HiutMusic, which combines Twitter, Spotify and Raspberry Pi technology to connect the Hiut Denim factory in Wales with brand advocates across the world in a fun and engaging way.
We travelled down to the beautiful Welsh countryside to meet up with Knit’s founder Nick Thompson and creative technologist Jack Chalkley the evening before the shoot. This gave us time to go over our “must have” shot list and a chance to swap shooting ideas between the team. Hiut denim’s factory is steeped in Welsh heritage, situated comfortably in the rolling green countryside as part of an old farmhouse. We spent the next two days shooting the master denim crafters in their natural environment – we try to never pose shots, instead opting for a real-life take. This also gave us time to capture people within the factory interacting with the Hiut Music system which works with a simple tweet. Naming an artist and a song on Twitter with the #HiutMusic hashtag pulls the track from Hiut’s Spotify account and queues it up in a request. Tracks can be added to the permanent playlist or skipped, as shown in the video. This lets people all around the world interact with Hiut’s factory, who believe “you can’t make great jeans without good music”. We thought it best to include as much of the countryside as we could, while mixing a more metropolitan vibe with some of the other shots. As with previous work we have produced for both Hiut and Knit, we are extremely grateful to be involved in fascinating projects that let us showcase groundbreaking technologies.
We have been blown away (but totally unsurprised) by the impact that this project has had on the creative industry. Boasting multiple awards (The Drum DREAM, Event Technology Awards to name a few) and fighting off stiff competition, the Hiut Radio continues to leave its mark as a truly innovative digital product.
If you would like Wandern Media to produce video for your company or brand, simply click contact and lets get the ball rolling.