This campaign marked the launch of PAL’s newly developed 650gsm cotton—its heaviest fabric to date. We built the concept around the weight and craftsmanship of the material, using it as both a physical and symbolic anchor.

The video follows the creation of a custom outfit for our talent, assembled layer by layer until the garment becomes heavier, more powerful, and harder to carry. As the weight builds, so does the tension—until the final piece is added, and the weight is finally over.

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CLIENT : PAL Sporting goods
Creative director: Yasmina Azhoum | @yasminaazhoum
Production Company: C’est Ça | @cestcafilm
Executive producer: Raoul Karadag @raoulkaradagprod

Lead actor: Neil @ The Eye Mgmt | @neilclaes
Lead actor: Max de Huut
Lab worker: Mai-lin | @mcyaela
Lab worker: André | @marcdrecobs

Written & directed by Dapper Bruijn | @dapperbruijndir
Producer: Raoul Karadag | @raoulkaradagprod
casting: Yasmina Azhoum | @yasminaazhoum DP: Sander Pieters | @sanamsterdamdp
1st AC: Gijs Bijl | @gijzy
Gaffer: Daan Strampel | @daanstrampel
Set sound: Ralf de Krijger | @ralfdekrijger
Set photography: Katariina Kärki | @katariinakarki

Styling: Yasmina Azhoum | @yasminaazhoum
MUAH: Dani Fuerza | @danifuerza

Edit: Dapper Bruijn | @dapperbruijndir
Colour: Sander Pieters | @sanamsterdamdp
Sound design & mix: Sam Walvisch, Public Audio Amsterdam | @samwalvisch

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