ounded in 2002 by myself and Reid Stewart , beneath a buzzing light bulb in a dingy basement suite, The Lifetime Collective™ began as a collaborative group of artists and friends. With clothing as the main focus, our brand was inspired by the communities they live in, the places we travel to, and the curious characters that surround us. It was a family-spirited operation receptive to ideas that are shifting and paths that are twisting.
More than a “brand of lifestyle,” Lifetime was defined by the changes that occur and the creative ways we adapt. In fact, the theme of Lifetime should have been, “a work in progress,” as it was ever-changing and far from finished, a dream never fully realized.
Lifetime Collective Fall / Winter 2012
For this season of Lifetime I had sourced a lot of my colour theory and inspirational storyboarding from Iceland. So when It came time to produce the campaign for the seasonal offerings we decided to make the trip there. Spanning a 5 day trip we shot out two full seasonal campaigns including 2 videos. The seasonal one can be viewed at the bottom of this page. The other was created to help promote a new Icelandic band we had added to our collective called +++++. That video can be found here in my videos section
Chasing the sun
Shooting in December in Iceland is a tricky thing, with only having a max of 4hr daylight per day.
- Photography: Jeff Lee Petry
- Art Direction: Trevor Fleming
- Stylist: Mila Franovic
Seasonal Video
The story takes place a thousand (or so) miles from home, in Iceland, land of the never-ending night sky. A couple searches for warmth and light on an endless journey through a city and it's countryside.
Driving tirelessly through darkness in search of perfect daylight, only to watch it fade to orange and slip away again. We searched and discovered new ways to befriend this wonderful place, danced blind and drunk on the snowy streets of Reykjavik. We collaborated on the score with our friend and newest member of the collective Edo Van Breemen, who collected snippets of sound and lyrics from the landscape, transforming the entire journey into a recording studio. We worked together, played together, ate together, and (somehow) returned home together.
- Location: Iceland
- Directed by: Salazar x Lifetime
- Art Direction: Trevor Fleming
- Styled by: Mila Franovic
- Score by: Edo Van Breemen (Resorts)
- Cast: Edo Van Breemen, Katie Swinwood
Útidúr Video
We took sometime off from filming the Lifetime FW12 catalogue to hang out with our friends Útidúr in their hometown of Reykjavik. We gathered at one of their houses and they kindly played a private show for us.
- Location: Iceland
- Directed/Produced by: Salazar
- Styled by: Mila Franovic
- Executive Producer: Trevor Fleming
I also designed the full mens collection for this season that can be viewed here in my Apparel section.
