“So, the next step in our process,” says Williamson, “Was to talk with Charlie about his approach, his studio space and how he wants to create. ![]() Having been an avid skater since childhood, he finds freedom and creativity through urban sports. Pure Evil, chose Hackney’s “Dirty London” appeal and existing skate culture as the ideal place for his world-famous gallery. Back in the UK after showcasing his street artwork across the globe, Charlie Uzzell Edwards, a.k.a. The team discussed several different city sports, including BMX and Parkour, before landing on skating for the ad’s theme, and subsequently, it became clear Pure Evil as the obvious choice. ![]() “We wanted to capture situations in which the handset is used, emphasizing the dynamic world of possibilities opened up by this ground-breaking technology,” Williamson says. ![]() What’s the best camera angle for a great photo? Scratch that, which light pocketable camera offers users enough flexibility to consider every possible angle for that incredible shot: Armoury London’s director William Williamson, alongside the team at RAPP, set out in search of the best angle for the sleek clamshell that is Samsung’s Galaxy Z Flip4 in their most recent ad.
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