Art direction and styling for Apthcry’s Winter Olympics sock collection, captured through a streetwear and sneakerhead lens. Shot on location outdoors the day after a major East Coast snowstorm.
Role: Art Director / Stylist
Client: Apthcry
Photographer: Allen Lei
Model: @Iamtamuno
Client: Apthcry
Photographer: Allen Lei
Model: @Iamtamuno
Apthcry called last minute. They needed content for their Winter Olympics sock collection and they needed it fast. The day we shot, Philadelphia had just come out of a major snowstorm. The streets were still buried.
We didn't work around it. We used it.
I led the creative direction and styling on location, pairing the socks with layered streetwear fits and sneakers that grounded the product in the culture it was made for. Every setup had to work fast. No lighting rigs, no second chances, no shelter from the wind. Nothing is overly considered because there wasn't time to overthink it.
