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Creating The Look

Inspired by milkshakes, blended in the visuals lab.


Playful. Experimental. Unforgettable. Our visuals team had so much fun creating the imagery for MlkMen’s launch campaign! With a brand ethos that’s positively dripping with fun and creativity, here’s how photographer Nik Pate and videographers Northern Visuals delivered the Mlkmen magic.

Photographer Nik, of Nik Pate Studio, explains: “Having worked with David, MlkMen’s owner, for many years, I know his taste and style. I also understand how important it is to him that the imagery for this project needed to be instantly recognisable, memorable and unique.

“Working with new brands is always a great way to develop new ideas and test out concepts and techniques - to really push the boat out.

“If the photography we get isn’t unusual, then I am not doing my job right.

“In order to create and bring these Frankenstein-esque lab settings to life, it was my intention to pump character and energy into the images through the models’ legs and socks alone - there are no facial expressions or bodies to depend upon to get the message across.”

 Videographers Owen and Gus, of Northern Visuals, add: “The shoot was incredibly creative. We were given a lot of freedom to throw around ideas and to make sure we were expressing the individuality and unique voice that MlkMen conveys.

“David introduced us to photographer, Nik Pate, who captured the stills and whose studio we shot in: think pink backdrops, colourful lighting and striking models.

“The MlkMen branding is fresh and clean, and the concept quirky - it’s a menswear brand inspired by milkshake flavours, after all!

“We wanted to make sure all these elements were captured in our content, executed through flowing camera movements in sync with the models and pulsing, colourful lighting to complement the socks.”



Author: Jo Charlton, The Comms Collective


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