ART DIRECTION
London based trail running brand SYSUM launched early 2025.
From inception, I was onboarded to create a lookbook that would emulate the energy and tone of the brand upon launch. Main touchpoints of the lookbook included the combination of simplicity in colour, emotion in facial expression and movement - all pillars that were imperative to be communicated.
My duties included leading Art Direction (conceptualisation, feel & overall look) and Movement Direction.