Electric’s Atramental

You heard all the new kinds of noise Electric has been making in 2013? New identity, new look, new product, new portal, new team – the whole party. Now, y’ever heard the term Atramental? To atrament something is to turn it black, and with their newest line, Electric are turning it all black. There’s something pure and honest about black and white documentation, and that formed the basis for the new campaign. “The elevation of the brand required a more sophisticated, timeless and truthful approach,” says Jack Bailey, Electric’s creative director. “The new campaign strives to capture moments rather than forcing unnatural situations. The return to black and white imagery is a natural evolution to the brands future, but continues to pay homage to Electric’s past.” Atramental features imagery from artists like Parisian-based photog Dominic Hayden Rawle (yup, the guy whose work you’ve seen in Vogue Hommes, W and Nylon). Filmmaker and Electric ambassador Mark Choiniere will also play a large role in bringing the campaign to life. In fact, you’ll see a lot of shots in the above film that Mark crafted during a get-in-the-van trip that some of the Electric team did up Oz’s north-east coast a month or so back. Ain’t change a pretty little devil? More here.