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In 2024, the innovative mobility brand Mobilize entrusted us with the Art Direction and visual production (photography, GIFs) for its new range of lifestyle accessories and merchandise.
The challenge was to present caps, skateboards, backpacks, and miniature cars not as mere promotional items, but as true flagbearers of the brand's DNA.
Tomorrow's urban mobility isn't just about transportation, it's a culture. For a connected and "edgy" audience to embrace these objects, we had to break away from traditional e-commerce codes and treat them with the exacting standards of a futurist streetwear brand.
Our concept was to hybridize the street with a low-tech/brutalist spirit and technology with inspiration in lights, fractals and electricity to create a high-tension aesthetic. For certain still life visuals, we built sets confronting the concrete, urban feel of raw concrete and Tech Metal with the colorful purity of orange plexi and neon lights.
To illustrate the brand's energy and creativity, everyday objects (like pens, notebooks) defy gravity, duplicating in space inspired by fractal shapes. The "Arty" miniatures, on the other hand, are encapsulated within a loop of white LED light, creating a moving graphic effect. On the lifestyle shots, we played with elegant chiaroscuro and graphic alterations to anchor the models in a decidedly mysterious and avant-garde universe.
