Creative direction //
digital design
Behind the Blur reimagines photography from my former footwear brand, transforming unused archival assets into a contemporary, streetwear-driven campaign. Through art direction, styling, and narrative, the project reframes old content into a cohesive identity for social, advertising, and web.
MOCKUP: BENDITO
I envision Behind the Blur as a printed lookbook, giving the work a tactile presence and allowing the viewer to engage with it as a curated story rather than a fleeting scroll. Lookbooks act as timeless brand artefacts, physical references that capture and preserve the depth of creative direction.
MOCKUP: BENDITO
MOCKUP: BENDITO
I envision the brand extending this unique aesthetic into digital spaces, creating a web presence that feels playful and unexpected rather than generic. The abstract photography would lead the design, with layouts that lean into layered visuals, offbeat interactions and bold use of negative space.
Pop-up
image generated using AI
Behind the Blur extends beyond visuals into a physical experience imagined as a pop-up event. Guests would receive the shoes in semi-transparent bags, hinting at the product without fully revealing it.
The space itself would be stripped back and minimal, allowing the focus to remain on the interaction between audience, packaging, and product. This approach transforms the campaign into an immersive moment, blurring the lines between retail, installation, and storytelling.
MOCKUP: mr.mockup
GALLERY
