In spearheading the art direction for Alpha Industries' latest production, I embarked on a mission to position the brand along the ranks of current luxury retail labels. Our strategy kicked off with a clear focus on enhancing the brand's styling, a pivotal step in our journey, and elevating the imagery itself. 

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To accomplish this, we enlisted the expertise of a seasoned professional from Barney's, whose talents worked wonders on our set. Drawing inspiration from U.S. military para riggers, individuals highly skilled in the art of parachute packing and repair, our collection took shape. A vintage military parachute emerged as a recurring visual motif, solidifying the brand's rich heritage.

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Beyond shaping the campaign's creative vision, I undertook the production and direction of several videos. These served as shareable social content and digital commercials, garnering attention and acclaim from online media outlets such as High Snobiety, Hypebeast, and Fader

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