Santai
A debut collection campaign — fashion film and editorial, produced across two industrial locations.
The collection as a secondary character
The label's debut collection was structured, minimal, and quietly confrontational. We matched the environment to the garment's energy — decommissioned sites, practical industrial light, no modifiers. The film ran at 3 minutes for the launch event and was cut to a 60-second digital version that reached 2.1M views in the first week.
Produced in parallel: a 3-minute fashion film and a 24-image editorial campaign. One crew, two outputs, three production days. Creative direction, casting, location scouting, cinematography, photography, edit, grade, and full asset delivery.
Campaign
Brand Film
Lifestyle
