Content without a direct branding

While ‘The Factory’ could be a standout advertisement for a gum manufacturer, it could also be an ideal fit for the street wear conglomerate Urban Outfitters. 

This is what others have said about it:

"Jonathan Lennard, a super ~hip~ photographer who’s worked with Julia Roberts, Dove, and Nokia, decided to portray how hipsters are made in his latest video, “The Factory”. Because this phenomenon is something we’re all potentially curious about (key word: potentially), Lennard brilliantly illustrates the origins of the hipster and reveals their true chemical making: American Spirit cigarettes, Gap boxer briefs, and Bill Murraytattoos. But that’s not all: This short film explores other well-known hipsters components like gaudy, ironic watches, mustaches, and full bear suits. They say things like, “I’m an artist,” “Want to see my new hybrid?” and “I’ve got VIP tickets” over and over again with confused determination. They look like our collective college boyfriend who invited us over to watch French films and have sex while a Joan Baez album played softly on their vintage record player. While I personally think the whole hipster mockdom is passé (was that hipster of me to say?), this clip is gorgeously produced, and it focuses on every last detail from the frankenhipster’s jacket buttons to their DIY unwashed hair. 

GINA VAYNSHTEYN @GINAINTERRUPTED