LET’S DO THIS
There’s something refreshing about a brand that actually wants to make real images, capture real moments. In an era of AI renders and shortcut content, the Levels campaign already stands out for this commitment the real. Clearly, Nothing Fake Ever isn’t just a tagline. But it is something we’re excited to bring to enact.
This proposal outlines a sharp and efficient two-day library shoot designed to deliver both polish and honesty. Modular content built from actual locations, real athlete models, and the electricity that only comes from being on set. We’re looking forward to bringing this to life, for real.
CREATIVE APPROACH
We’re building a lean, polished two-day shoot designed to feel lived-in and grounded. No set builds or digital backdrops—just real locations, real bodies, real energy. The aesthetic is clean but textural. The lighting approach will be an enhancement of natural light with a cinematic brutalism for driving our color. Movement-driven frames. Sweat, breath, presence.
Given the scope, we are here to define the visual palette for Levels for the near future.
The campaign will feature modular content designed for digital use across channels—high-impact stills and motion assets that feel intimate, agile, and premium.
Tactically, we will frame to give you guys the ability to crop vertically or horizontally. Media can change, so we’re thinking here in terms of maximal usability.
SHOOT OVERVIEW
Dates: Scout day + 2 shoot days (TBC)
Locations: One NYC apartment or tri-state home + privately owned gym (natural light prioritized)
Cast: 2–3 real-feeling models with athlete or lifestyle presence
Crew:
Director/Photographer: Andree Ljutica
Director of Photography
Producer
Lean photo/motion crew with on-set HMU + wardrobe
Equipment:
Canon 5D w/ cinema lenses (owned kit)
G&E and digi handled in-house or through lean rentals
Minimal tech footprint for speed + realism
DELIVERABLES
Stills:
20 final retouched selects
Cropped for web, paid, and social use
2-year usage license included
Video:
3–5 modular video edits (15–30 sec)
Color correction of selects
Work-for-hire, owned outright by client
Add-ons:
Option to extend photo license
Option to generate additional cutdowns or format-specific versions
BUDGET SUMMARY
Total Estimated Production Costs: $149,523
Advance Required (75%): $112,142.25
Balance Due (25%): $37,380.75
Budget includes:
Director/Photographer fees and gear
License FeesFull photo + motion crew
Casting and talent buyouts
Wardrobe, hair, and makeup
Post-production (retouching, string-outs, color, music)
Location fees, insurance, admin
Contingency
10% agency fee
USAGE AND RIGHTS
Photography
– 20 final retouched images
– Licensed for 2 years across digital, social, and paid media
– Option to extend or relicense at standard rates
Video
– 3–5 modular edits (15–30 sec)
– Delivered as work-for-hire
– Full ownership by client, including raw selects
ANDREE LJUTICA
Andree is an awarded documentary filmmaker, photographer and creative director from New York. He runs studiolellow.com and the rehab.ltd.
He studied painting and design at Parsons, The New School and writing at Columbia University.
Marked by determined characters and an attention to rigorous visual form, his film, writing and still imagery has appeared on global platforms like Nowness, YouTube (in the multi millions), Documentary +, for editorials like Office Magazine, Resident Advisor, Flaunt, Vogue, and in such festivals as Palm Springs, Sundance Writers Lab. His short films have been shortlisted at Locarno and Berlin.
His current feature documentary film, “Rare Animals” is currently in co-production with Italy, the Netherlands and America. ☠
STUDIO LELLOW
We build fast-moving, artful productions that don’t feel manufactured. Our studio works at the intersection of fashion, sport, and identity and brings together elite teams to deliver high-end, emotionally intelligent work without the bloat of traditional commercial sets.
Our past collaborators include Nike, Microsoft, New York Presbyterian and Alibaba. We’ve made Cannes- and Sundance-recognized work, and we’re excited to bring that same energy to this campaign.
2024
Information-Lellow
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All images and film appearing on this site are protected under international copyright laws. The images may not be reproduced in any form or manipulated without prior written consent from Lellow representatives and the copyright holder(s). Copyright © 2023 Lellow and Smamela Panderson, LLC.
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