Overview
HALE ZERO are a multidisciplinary creative collective from South London, made up of three brothers whose talents span music composition, DJing, graphic design, and sonic artistry. Recognised within the luxury fashion world as DJs and sound designers, they were ready to define the next phase of their career: establishing themselves as music artists with the release of original material.
DO CULTURE. was commissioned to create two campaign films and shoot photographs for 2.ZERO that captured their evolution beyond DJing, their creative identity, and what this new chapter means to them as artists. The films and images supported the release campaign for their debut track Obsessed, marking the beginning of this new chapter.
Impact
- Positioned HALE ZERO as multi-disciplinary artists, not just DJs
- Clearly defined what 2.ZERO represents and their evolution as a creative collective
- Gave their audience a first opportunity to hear directly from them, revealing their creative approach and what drives their work
- Generated strong engagement on Instagram from key industry figures
- Created visual assets that communicate their brand, artistry, and cultural relevance
- Supported the launch of their debut release, Obsessed
Our Approach
Our creative direction focused on uncovering HALE ZERO's creative process and what 2.ZERO represents for them. Through thoughtfully curated interview questions, cinematic framing, and carefully composed B-roll, we revealed the craft and intention behind their music.
The B-roll was designed to represent each brother's unique skillset – Greg with a guitar, Carl surrounded by his artwork and drawing, Raf with a keyboard and laptop. We also incorporated footage from their DJ sets at luxury events and studio sessions, adding depth, context, and authenticity to the narrative.
Filmed in a minimal studio environment, the content feels intimate yet elevated. The editorial photography showcases them in a new light as multidisciplinary artists with creative range, while BTS images offer their audience a more informal, behind-the-scenes perspective.
What we delivered:
- Two campaign films: a 1:44 short (9x16) and a 4:18 feature (16x9)
- Editorial and BTS photography
- End-to-end production: concept development, creative direction, filming, interviewing, and editing
Production team: Director, Producer, Cam Ops, Photographer, Interviewer, Editors
The Result
The films weave together honest reflections from the three brothers on their creative process, inspirations, and vision. The photography captures each brother within their individual discipline before bringing them together in collective shots that showcase their unified force. Together, they tell the story of a creative collective stepping into their next chapter.
The result is a powerful narrative that clearly defines what 2.ZERO represents, positions HALE ZERO as a multidisciplinary creative force, and invites their audience to follow this evolution.
Credits
Director: Oli Crossland
Producer: Dafs James
Photographer: Maxim Adejumo
Cam Ops: Oli Crossland, Max Mikkilä
Interviewer: Diya Okorie
Editors: Oli Crossland, Elliot Gaynon
Music: Hale Zero
