The models look like your average first year college kids who moved in down the road. The location: their back yard, complete with Uncle Terry’s neglected caravan which nestled itself permanently in the untended garden between electricity cabling spools left by local municipality. Discard trunks, bicycle parts and crates fill the spaces. The kids wear worn-in short-cut jeans. Converse street styled hi-tops. Washed out cotton patterning. Pullover hoodies and textured jackets that could really go with anything. For props, they’ve borrowed Dad’s old single-speed, now fashionable 35 years later, and his first Nikon 35mm. A few warming beers here and there, possibly also from Dad’s bar-fridge.

When I first saw the campaign, I didn’t like it at all. But, although it has an amateur aesthetic, it still pulls a strong message. Memories made on Saturday afternoons spent chilling with friends. The youthful shirt-tugging silliness, boys being boys, wrestling, sharing, laughing. Kicking up dust. Being together. Being young. The models are more characters, friends, than the androgyny seen on a fashion Karl Lagerfeld’s Spring/Summer Runway release. It’s almost a campaign shot by the kids themselves.

You can see the full campaign on the Scotch and Soda website. The brand is sold locally through The Loading Bay Luxury Cafe in Hudson Street, Cape Town.