Commissioned photography and video for Keen Footwear's social channels, developed alongside photographer Alien Lei. The brief: make the Jasper sneaker feel urban without feeling fake.
Role: Art Director / Stylist
Client: Keen Footwear
Photo/ Video / Editor: Allen Lei
Model: @Iamtamuno
Client: Keen Footwear
Photo/ Video / Editor: Allen Lei
Model: @Iamtamuno
Keen wanted to reposition the Jasper sneaker. It had always been an outdoor shoe, functional, durable, and built for trails. They wanted it to live in the city. Target Gen Z. Feel urban without feeling fake.
The initial concept that came to the table was paparazzi-style shots, mimicking the Bottega Veneta x ASAP Rocky campaign. Grainy, candid, luxury-coded. I vetoed it before we shot a single frame.
So we pivoted. I developed 'Concrete Isolation', empty urban spaces as a visual metaphor for personal exploration within the city. No crowds, no performance, no celebrity energy. Just the sneaker, the environment, and the feeling of moving through a city alone. That tension between solitude and urban context was both on-brand for Keen and genuinely interesting to shoot.
We delivered photography and video for social. The direction was on-brand, on-budget, and didn't ask the work to be something it couldn't be.
