In-Between Moments, for Somos Mui ✨ The frames that usually never make it. For Esotérico

In-Between Moments, for Somos Mui ✨ The frames that usually never make it. For Esotérico — SomosIn-Between Moments, for Somos Mui ✨ The frames that usually never make it. For Esotérico — Somos

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MASA .

• May 13

In-Between Moments, for Somos Mui ✨

The frames that usually never make it.

For Esotérico — Somos Mui's new pajama kit — we explored what fashion content looks like when it stops performing. The yawns, the laughs, the stretches, the stillness. The contact sheet you usually edit out.

Shot on Kodak Portra 400 and T-Max 400. Studio in Buenos Aires. Brunette model in her late twenties.

Except none of it happened.

No camera. No model. No studio. No film stock. Just direction, intention and a clear visual system — built with @Midjourney + @Flora.

A study on intimacy at scale: how AI lets brands explore softer, more honest visual territories that traditional production rarely reaches — because shooting "in-between moments" with a full crew watching is, by definition, a contradiction.

This is what we do at MASA. Catalogue, e-commerce and editorial campaigns without shoots, with full creative direction and a clear visual system.

If you're working in fashion, lifestyle or DTC and want to scale visual content with intention — let's talk.

🌐 masaaa.com

AI Art Adobe Lightroom FLORA Midjourney

Miya Campbell

pro

• Aug 5

Tower 28 × Owala — Camp SOS Campaign Concept | Beauty, Wellness & Lifestyle

Camp SOS is a speculative brand collaboration concept I developed to explore how Tower 28 and Owala could come together through a shared summer lifestyle experience. Rather than simply combining products, I built the concept around a larger “camp-issued” world connecting skincare, hydration and outdoor summer culture.

I developed the campaign positioning, visual direction and consumer-facing creative, translating the concept across social content, branded merchandise, promotional graphics and campaign storytelling. The result is a collaboration designed to feel cohesive, nostalgic and highly recognizable while still maintaining the personality of both brands.

My work included:

• campaign concept and positioning;

• collaboration strategy and creative direction;

• campaign naming and messaging;

• visual identity and art direction;

• social media and promotional graphics;

• branded merchandise and experiential concepts;

• launch storytelling and copy direction.

This is an independent speculative concept and is not affiliated with Tower 28 or Owala. Generative AI was used selectively to visualize supporting imagery; the strategy, concept, creative direction, messaging and layouts are original.