NEWMEDIUMS

Brands are built on a foundation of community. From the very start it was clear I wanted to draw comparisons from people all over the world, despite variables like environment, appearance and age. Therefore, the promotional videos for social media had to reciprocate this message. 

With two parallel lines, the Continuity Sweatshirt aimed to tell individual stories running beside one another. The twists and turns of the embroidery on the rear representing life's ups and downs, ultimately creating a portrait - your story. I developed this further with the official promo for the sweatshirt. 

Set in London's locked down streets, the camera follows one's trajectory with an implied relation to the piece's design. This eventually materialises into the sweatshirt. 

I wanted a community to feel appreciated and understood, and by making the art work androgynous in nature, anyone could draw identity from the face.