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 as much as it is a challenge. One we’re excited to meet.
This proposal outlines a sharp and efficient one 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
This shoot matters. It will define the visual language of Levels moving forward, and we’re treating it with the weight it deserves.
We’re building a lean, high-impact two-day production designed to feel grounded and real. No artificial set builds, no digital backdrops—just authentic locations, real bodies, and lived-in energy. The aesthetic will be clean and modern, but with texture and intensity. Our lighting approach will elevate natural and available light, leaning into a cinematic brutalism that drives the color. Movement-driven frames. Sweat, breath, presence.
The campaign will consist of modular content built for digital—stills and motion assets that feel intimate, agile, and premium. We’ll shoot tactically to allow flexible cropping for both vertical and horizontal formats. Media evolves, so we’re designing for maximum usability. Continuous lighting will allow us to move seamlessly between motion and photography, keeping pace without compromising quality.
SHOOT OVERVIEW
Dates: 1 shoot day July 28/29
Locations: One NYC apartment + privately owned gym (natural light prioritized)
Cast: 2 model athletes with immediate presence and high visual impact. Refer to talent brief.
Crew:
Director/Photographer: Andree Ljutica
Director of Photography
Producer
Lean photo/motion crew with on-set HMU + wardrobe
Equipment:
Canon 5D w/ cinema lenses (rent/own kit)
G&E and digi handled through lean rentals
Minimal tech footprint for speed + realism
DELIVERABLES
Stills:
30 final retouched selects
Cropped for web, paid, and social use
1.5 year usage license included
Video:
Raw clips as client directed
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: $52,211.50
Advance Required (75%): $39,158.63
Balance Due (25%): $13,052.88
Budget includes:
Director/Photographer fees and gear
License FeesLimited photo + motion crew
Casting and talent buyouts
Wardrobe, hair, and makeup
Post-production (1 round photo retouching)
Location fees, insurance, admin
Contingency (~2k)
10% agency fee
USAGE AND RIGHTS
Photography
– 30 final retouched images
– Licensed for 1.5 years across digital, social, and paid media
– Option to extend or relicense at standard rates
Video
– 5 Clips
– 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 artful, high-efficiency productions with a strong point of view. Studio Lellow brings together deeply experienced teams to create work that’s visually exacting, emotionally resonant and strategically sharp, all without the sprawl or excess of traditional commercial sets.
Our past collaborators include Nike, Microsoft, New York Presbyterian and Alibaba. We’ve made Cannes- and Sundance-recognized work, won all the awards and we’re excited to bring that same energy to this campaign.
2025
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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