Apple: Unsigned Stories presents ‘Outside the Frame’. A branding project designed to shed light upon unsigned artists - Whitelands. 

 

The duo, Etienne and Jagun are two black young adults, expressing themselves through their love of music in the shoegaze genre which is predominately white. Their image doesn’t fit the stereotype of the genre, therefore they’re stepping out the frame and exploring new territory.

 

The visuals convey candid and unfiltered moments of the boys being themselves and having fun both in and outside of producing music. The aesthetic was captured by pointing an iPhone camera through the viewfinder of an Instax camera to achieve the anologue film border. From the photographs, we created a showreels which allowed the audience to view the photography through a viewmaster. 

 

This project was exhibited at Apple Headquarters in London.