[SYSTEM SPECS]
CLIENT: FILLING PIECES (AMSTERDAM)
ROLE: CREATIVE DIRECTION + PHOTOGRAPHY
OUTPUT: GLOBAL CAMPAIGN ASSETS
STATUS: DEFINED US VISUAL IDENTITY
WHERE ARCHITECTURE MEETS THE STREET. engineering the intersection of dutch minimalism and la structure.
[THE.BRIEF] transition a cult sneaker label into a global fashion house. between 2015 and 2017, filling pieces lived in the gap between "streetwear" and "luxury." the objective: build a visual system that proved duality could exist. high-end craftsmanship grounded in raw, urban reality.
[THE.INSIGHT] architecture is the common language. the shoe is structural; the city is structural. by aligning the product’s silhouette with the stark lines of los angeles architecture (concrete, glass, steel), we created a visual code that felt premium without feeling stiff. the shift: luxury isn't static. it moves.
[THE.SYSTEM] concrete // glass // motion. treating the city as an extension of the product. visuals: stark lines, modern textures, and motion frozen mid-air. elevating sneakers from "footwear" to "sculptural objects."
[EXECUTION.LOG] + location: downtown los angeles arts district. utilized the eastern columbia building as a geometric backdrop. + focus: captured motion studies blending architectural geometry with lifestyle movement. + detail: executed macro product shots highlighting material transitions and craftsmanship to validate the price point. + collaboration: supported direction and casting for rooftop sessions, bridging the amsterdam aesthetic with la energy.
[COMMUNITY.SIGNAL] foundational identity. the imagery helped define the brand's early us visual language—minimal, architectural, aspirational. > bridged the gap between editorial fashion and streetwear photography. > solidified reputation within the emerging "luxury streetwear" category alongside major retailers.
[CLOSING.CODE] the city was our studio. motion was our medium. street meets structure.