pifivy

It’s been a special 6 years of storytelling. We’ve brought 22 unique cover stories to life across 7 cities,but the job never ends with what we see on paper. Here’s to more stories and celebrations of our culture and our community. 🛜📡

Identifying the right talent for a project comes from understanding brand, talent and their communities alike. For us, the success of a campaign isn’t simply determined by numbers, but by the strength of the long-term story being built. Our work helps brands understand their audiences (both retained and desired), and vice versa, so that a complimentary ecosystem is built, with talent sitting in the midst as a show of common values between all parties.

Before pursuing the ‘What’, we always step back and ask ourselves ‘Why?’. It’s an important process that is often rushed or missed altogether, but you can’t build a mansion without first checking if the foundations are strong. Starting with a story that has its roots firmly set at home, we explore why capturing Premier League star @reissnelson on Aylesbury Estate - the estate he grew up on - resonated with a global audience that have never set foot in South London, or even care to watch the football every weekend.

‘Our Traditions’, a campaign for @newbalance @footpatrol for the new @newbalancelifestyle 991v2 featuring @tendaiwall; captured by @rhysbawilliams. A @gauchoworld project developed in house at Pifivy. Growing up in Newham, @tendaiwall has all the inspiration he needs right on his doorstep. The traditions, the history, all part of what it means to be Made in the UK. “I pull from the road signs, from grime culture, the blocks of flats, the artists that are from here.” — tendai To further the storytelling of our latest campaign with new balance and Footpatrol, we photographed tendai against backdrops that play their part in making east London the musical, architectural and cultural capital of London. Creative Studio — @pifivy ​​Creative Director — @dean_____george Photographer — @rhysbawilliams Producer — @_naysimone Production — @familycreative Gaffer — @typical_ianblax Talent — @tendaiwall Art Director — @andycarnegiebrown Stylist — @romamitchell Editor — @elliefmuir Words — @igweldn

We were called on to celebrate the release of the @newbalancelifestyle 991v2 by @footpatrol. Delving deeper into @newbalance’s ‘Made in the UK’ messaging, we identified @tendaiwall - musician and producer - an east Londoner through and through, to be the face of our campaign. With ideation and concept development placed in our hands, we explored some of the traditions that make us unique - skipping the last few steps on the staircase, walking around street signs - and visualised how those traditions intersect between both tendai’s world and the world of the 991v2. The multimedia campaign takes the form of a film, vignettes, stills and an interview, with creative ideation and development done in-house at Gauchoworld’s creative studio Pifivy. Director — @dean_____george DOP — @imtheshit Producer — @_naysimone Production — @familycreative 1st AC — @austenlane Loader — @aidagarciavega Gaffer — @typical_ianblax Sound Tech — Bahar Dopran Runner — @matiashudsonfilm Photographer — @rhysbawilliams Talent — @tendaiwall @mattiecozartt Track — @tendaiwall Kit — @theunitbag Lighting — @greenkitlondon Creative Studio — @pifivy Creative Director — @dean_____george Art Director — @andycarnegiebrown Stylist — @romamitchell Editor — @elliefmuir Words — @igweldn Post Producer — @bamyrazz Video Editor — @phxbemay Grade House — @cheat_it Grade — @vladb.c Sound Design — @tennysonwhyte VFX Clean Up — @stone_in_motion

When @gauchoworld initially began conversations with @endclothing, we knew that it was equally important for Betty’s work and @nike ‘Air Max Day’ to be experienced both on social and in real life. After exploring multiple directions the IRL experience could have taken, we agreed on a bag-making workshop, after Betty’s display of eye catching bags for Mowalola at Fashion week. We turned a corner of the END. Soho store into a workshop during trading hours, with no disruption to the flow of business. Upcycling played a prominent role with the workshop as participants were asked to bring old items of clothing they no longer wanted to give them a breath of fresh air. Heightening intrigue, we saw direct effect of the physical experience, as passers by enquired not only about the workshop, but also about the Air Max 1 ‘86, which sold out well in advance of the end of the day. Agency — @gauchoworld Creative Director — @dean_____george Photographer — @rhysbawilliams Photography Assistant — @geornden, @law.hughes Writer — @elliefmuir Editor — @igweldn Stylist — @rachel.parisa Styling Assistant — @toriparryy Set Designer — @murdohepburn Set Assistant — @julesgreffier, @leaotovic Hair and Makeup — @yolandadohr.mua Production — @pifivy

In celebration of @nike Air Max Day 2023, @gauchoworld was enlisted by global fashion boutique @endclothing to boost excitement around the re-launch of a classic Nike silhouette. Searching through our community network, we identified Bettina Khiroun @lesviperesparisiennes, Head of Accessories at cult fashion label Mowalola, to be a perfect collaborator on the project, executing a shoot that explored a physical manifestation of her world, placing the hero silhouette seamlessly within. Agency — @gauchoworld Creative Director — @dean_____george Photographer — @rhysbawilliams Photography Assistant — @geornden, @law.hughes Writer — @elliefmuir Editor — @igweldn Stylist — @rachel.parisa Styling Assistant — @toriparryy Set Designer — @murdohepburn Set Assistant — @julesgreffier, @leaotovic Hair and Makeup — @yolandadohr.mua Production — @pifivy

Last week marked the end of @gauchoworld’s 'Black Future Season' campaign in partnership with @footpatrol and @jumpman23. Production by Pifivy. Talent — @binaofficial @freddyskitchen @manuloca_ @bior_elliott @armand.dasilva Photography Team — @armand.dasilva @rhysbawilliams Words — @igweldn Editor — @elliefmuir Styling — @rachel.parisa @ellaweeez @romamitchell Design — @andycarnegiebrown Production — @pifivy Special thanks to @180.studios Sam Hodgkinson @bradleymartinez_ and @__jta