CLIENT
Project Slush
Services
Photography
art direction
Casting
Videography
Brand Strategy
Market Research
brief
Project Slush is a hemp supplement and apparel brand entering a crowded market with a clear ambition: to be the brand urban culture actually identifies with. We were brought in before their launch to define who the customer really is, what they respond to, and how the brand should show up visually. From there we developed the creative direction, cast the talent, planned the production, and shot everything — product, campaign, and video — in one cohesive system.
THE APPROACH
Working with the Project Slush team, we built a persona around their core audience — urban lifestyle enthusiasts balancing ambition and nightlife, attuned to streetwear, driven by status and exclusivity. That persona shaped every decision that followed: the visual concept, the casting choices, the styling, the lighting, and the tone of the video content. The result was a visual system that positioned Project Slush away from typical hemp aesthetics and toward the streetwear and culture brands their audience already follows.
THE CONTENT
Reel - Brand world
Reel - Lifestyle
