I was recently approached by Paul Williams Ferns, founder of new luxury underwear brand Dante7, to support with behind-the-scenes videography for an upcoming photoshoot marking the brand’s launch.
Setting the Scene
After an initial conversation and creative brief, we explored the narrative behind the brand, the visual identity, the concept, and Paul’s own story. We agreed on a fly-on-the-wall approach to capture candid, authentic moments that would reflect the “everyday man” vibe at the heart of Dante7, while weaving in the darker, mythological undertones inspired by Dante’s Inferno, the Seven Deadly Sins, and the Nine Rings of Hell.
Having known Paul for a number of years, as well as two of the models taking part, made the process more organic. That existing trust helped create a relaxed environment where everyone felt comfortable, even with a camera quietly hovering at unexpected moments.
Capturing the Story
My approach was simple: stay close, stay ready, and keep shooting. The aim was to capture a varied mix of footage throughout the day that could tell a fluid, story-driven narrative.
Alongside the candid content, I filmed one-to-one, interview-style pieces with Paul and each of the models. Building a sense of ease before and during these interviews was key; encouraging them to speak freely, only stepping in when needed to guide things back on track.
Bringing It Together
After the shoot, Paul and I stayed in close contact to make sure the final edit aligned with his vision, balancing creative storytelling with a coherent narrative that felt true to the brand.
The finished video now forms part of Dante7’s Kickstarter campaign, alongside a collection of social-ready clips Paul has produced himself using the same narrative flow.
Paul said, of his time working with us at Proudly Said:
“Launching a new brand is not an easy task, nor is wanting to portray transparency in the behind the scenes & building of it.
I have always loved John’s ability to capture candid moments, personalities, truth & authenticity so it only made sense to grab John and have him be a part of the Dante7 foundation!
Definitely a wise move, as, true to his reputation, he captured just the right moments at just the right times and I believe him to be an integral part of what I know will be a successful brand.”
Below is the final draft of the video, capturing the creative chaos, collaboration, and confidence behind Dante7.
Photographer and Studio: Vessel Studios
Models: Leigh Christie, Jamie McGaghey, Rikkie Kellie & Will Boyce