SWAP Socks makes mismatched socks to catch peoples' attention and raise awareness for visual impairment worldwide. They work with the Seva foundation to fund eye care projects that provide sight-restoring care for people around the globe.
Working with a cool, forward-thinking start-up in our home state? No hesitation. The SWAP team was looking for a video that introduced themselves, their product and their cause. We immediately jumped on this project and began pacing our neighborhood’s maze-like streets to come up with ideas. We were fixated on the mismatched idea and chose to mismatch all of our frames to reflect the contrasts inherit in their socks and their business.
The North Carolina weather was gracious enough to greet us with a hurricane that hit the day we arrived. Despite its best efforts to dampen the shoot, it went off without a hitch- so we'd like to now credit Hurricane Joaquin as a co-producer.
We interacted with workers and machines on the factory floor, huddled under umbrellas at a high school lacrosse practice, and stole a bridal party for a quick cameo during their wedding. A scavenger hunt of sorts, this project had lots of disparate elements that needed to be prepped for, and we were thrilled to do it alongside young entrepreneurs working toward a worthy cause.
behind-the-scenes photos taken by Match Du Toit