UGC short-form video for Alpha Industries' social channels,developed with photographer and videographer Allen Lei. The brief: find a location as utilitarian as the jacket itself and let it get weird.
Role: Art Director / Stylist
Client: Alpha Industries
Videographer / Editor: Allen Lei
Model: @Iamtamuno
Client: Alpha Industries
Videographer / Editor: Allen Lei
Model: @Iamtamuno
The decision was to treat the jacket as a character rather than a product, something that belongs in these spaces rather than being displayed in them. Every location was chosen to feel utilitarian and slightly hostile to fashion: subway platforms, underground stores, concrete stairwells. The brief said get weird. We took that literally.
