Preme

Preme supplies studio photography and the theme for the season. A studio frame shows the garment accurately but puts it nowhere.

The collaborations carry licensed marks — Coca-Cola, Sprite, Colt 45, Schlitz, Old Milwaukee, Pabst Blue Ribbon — so the artwork on the garment has to survive the re-render unchanged.

The studio shots are re-rendered into the location the theme calls for: a rooftop pool at golden hour, a tennis court at night, a freeway overpass, a lit garage. The garment, its cut and its print carry through; the setting is built around them.

Animation runs alongside the stills from the same source frames.

Campaign banners and product frames delivered against each season’s theme, without a location shoot, a crew or a travel day. The work is ongoing.