JAXET
We were shooting the campaign for the new Jaxet brand in the heart of the city, with the stunning Taryan Towers as the backdrop — one of the most modern and ambitious buildings on the planet. The task was challenging but exciting: to showcase not just a high-tech jacket, but an entire lifestyle that combines progress, security, and a futuristic view of the world.
Our team, including models, designers, and engineers, gathered on-site several hours before the shoot to prepare for the strict requirements. We needed to highlight the jacket’s unique features: the protective lens in the hood, which provided external defense and masked the face like a high-tech spacesuit, and the Faraday-cage pockets that blocked cellular signals and GPS. This symbolized complete control over one’s space, the freedom to retreat from the outside world, and the ability to hide from digital surveillance.
We chose the lobby of Taryan Towers for the shoot — a place where elegance, innovation, and personal freedom converge. It wasn’t just a lobby; it was a space where every design element echoed the jacket’s concept: clean lines, minimalist style, high ceilings, metallic and glass surfaces. The lobby felt like a futuristic space station, and the light reflections on the glass walls created the illusion that we were
Our models, dressed in Jaxet, looked like they had stepped out of the future — individuals who don’t just follow trends but create them. We shot from a variety of angles, emphasizing the details: the sleek curves of the hood, the protective lens, and the hidden pockets with cutting-edge technology. The jacket was like armor, yet elegant and stylish, offering safety without sacrificing individuality.
Special attention was given to dynamic shots. The camera glided through the quiet, modern spaces of the lobby. We filmed a moment where a model took a step, as if crossing the threshold between two worlds — from the familiar reality into digital futurism. The focus was on the light, which filtered through the glass surfaces, creating futuristic glares and contrasts, adding to the sense of intrigue.
During the shoot, we also used augmented reality technology to enhance the visual effect and demonstrate how the jacket interacts with the surrounding world — concealing the wearer in a data stream, cutting off signals, and creating the illusion of independence from digital control. In one shot, for instance, the camera screen was overlaid with an animation where energy fields formed around the model, as if she were controlling the space around her.
From time to time, we took breaks to fine-tune details, consult with engineers, and even test the Faraday cage pockets in practice — and each time, it was amazing to see how effectively they blocked GPS and cell signals. There was a sense of wonder at how advanced things had become — technologies we only dreamed of a few years ago.
In the end, the campaign became more than just an advertisement; it was a visual statement: this is not just a jacket, but a device that allows you to stay one step ahead, control your reality, and in a sense, escape from the world. Taryan Towers as the filming location was the perfect metaphor for this — a building that doesn’t just adapt to the future but actively creates it.
The final shot of the campaign was a model standing against the glowing glass panels, with twisting, almost organic shapes, emphasizing how with every step, she was moving into a future free from conventional rules.