A reimagined direction for Gentle Monster built around a new logomark and a full campaign concept for an Atlanta pop-up.

I explored how sharper geometry and sculptural visual cues could merge with the energy of Atlanta. I Pulled from its fashion, nightlife, and mixed-media art culture. To bring the campaign to life, I shot and modeled for the visuals with a team, leaning into bold poses and atmospheric lighting to echo both the brand’s surreal identity and the city’s attitude.

One of my favorite explorations in blending place, branding, and self-directed art direction.