China Town Dream by Arnold Worldwide Amsterdam for Freshcotton Amsterdam

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China Town Dream

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Industry Clothing
Media Film
Market Netherlands
Agency Arnold Worldwide Amsterdam
Production Darlings Amsterdam
Executive Creative Director Paul Stechschulte
Creative Director Colin Lamberton
Art Director Norbert Van Leyen
Producer Neil Henry
Editor Doug Hancock
Released April 2013

Credits & Description

FreshCotton, the online men’s’ clothing store, launches a limited edition Stüssy Amsterdam tee in a way that gets your taste buds – and imagination - going. With their Baked cookbook they are challenging the boundaries of gastronomy by nudging the liberal Amsterdam coffeeshop culture towards something more high-end and discerning.
Working with ad agency Arnold Amsterdam, responsible for the viral success of Stüssy Amsterdam Strip For Likes social media campaign, FreshCotton decided to avoid the usual Spring Collection Lookbook and instead created a Cookbook – with a twist.
“This project represents what we like about Amsterdam – fashion, good food and having fun”, says Colin Lamberton, Creative Director on the project. “The cookbook is very relevant for today’s mash-up culture. Cooking shows are really popular so we wanted to create an alternative take on cooking – one that feels more raw and experimental in premise, but looks and tastes beautiful and sophisticated.”
“It’s haute cuisine, Amsterdam style: using every street-legal drug you can imagine. From well-known marijuana to more esoteric buzzes” explains Rickard Engstrom, who (with his creative partner Joris Kang’eri) was responsible for the idea. “Chef Misha will show you how to make truly mind-blowing, beautiful food”, says Colin Lamberton, says Jesse Smit, CEO of FreshCotton. “And in return for a Tweet you can download a recipe book for your tablet or to print”.
The project showcases a selection of Amsterdam talent working together– the films were directed by Doug Hancock through Darlings Amsterdam; the digital execution was done by highly-regarded interactive studio Cartelle; and the music was provided by Full Crate, a producer who fuses hip-hop and soul with a futuristic sound design. Neil Henry, of Arnold Amsterdam produced the campaign.
The main protagonist in the cookbook is heavily-tattooed Chef Misha Sukyas, who brings a history of haute cuisine and an interest in experimental techniques. Misha blends perfectly with FreshCotton styling in the seasonal Lookbook – which shows a really exciting mix of high-fashion combined with traditional street culture.
Credits For Baked By FreshCotton
Client: Freshcotton Amsterdam
Maestro Chef: Misha Sukyas
Arnold Amsterdam:
Executive Creative Director: Paul Stechschulte
Creative Director: Colin Lamberton
Creatives: Rickard Engstrom, Joris Kang’eri
Producer: Neil Henry
Strategy Director: Didi Sutisna
Account Director: Amy Manganiello
Project Manager: Emma Phillips
Typography: Corbin Poticha
Digital Execution Cartelle Amsterdam: Johnny Slack, Stevijn Van Olst, Emma Pisani
Music Tracks/Composition/Mixes: Full Crate
Production: Darlings Amsterdam
Film Director: Doug Hancock
Director Of Photography: Tobias Pekelharing
Director And Photographer Making Of/Trailer: Paul D. Scott
Still Photographer: Kristoffer Rozental
Retouching: Loupe Amsterdam
Production Manager: Paul Roest
Gaffer: Paul Wilens
Sound: Gideon Bijlsma
Camera Assistant/Data: Floris Van Der Lee
Art Director: Norbert Van Leyen
Audio Post Wave Amsterdam: Alex Nicholls - Lee
Post Production: Darlings Amsterdam
Colour Correction: Robert Thomas
Vfx: Robert Okker
Editor: Doug Hancock
Editor Making Of: Ivan Waters
Special thanks to:
Location: Hotel De Goudfazant Amsterdam
Catering: Today’s Amsterdam