Out of this world: The MYKITA Campaign 2014

Mystical moonscapes, rock formations and foreign flora and fauna provided the backdrop to the MYKITA campaign shoot this year.

For the sixth MYKITA campaign in collaboration with artist and photographer Mark Borthwick, friends, family and models gathered on Lanzarote, an island of volcanic origin surrounded by the Atlantic Ocean.

The stark island with its black beaches, rocky volcanic cliffs and smattering of odd-looking halophytes sets a unique scene with a truly otherworldly atmosphere. The setting – minimalist and fantastical at the same time – provided the framework for unconventional nature images, which – alongside a series of portraits taken in deserted landscapes – make up the visual language of the campaign. All photographs are made using an analogue Leica camera without using additional artificial light. The prism-like colour effects created by overexposing the film are distinctive of Borthwick’s warm, spontaneous style.

The Making-Of film was shot on-site and offers a look behind the scenes and to the location of the shoot, as well as providing some cherished insight into the method and madness of Mark Borthwick.
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