Concept Campaign for DracoSlides Reflective

Concept Campaign for DracoSlides Reflective Collection

When a brand introduces a new product into an existing lineup, the challenge isn't just showcasing it — it's making it feel like a natural extension of the brand's visual language.

For DracoSlides, the launch of their new reflective slides raised exactly that question. The brand sits at the intersection of streetwear, hype culture, and everyday comfort, speaking to an audience that values style without paying luxury-brand prices. To resonate with that audience, the campaign needed to speak their visual language rather than rely on traditional product advertising.

I explored a series of unexpected editorial concepts — from urban movement to industrial settings — using environments that naturally draw attention while reinforcing the product's personality instead of distracting from it.

For the hero video, I combined contemporary fashion visuals with retro VHS-inspired aesthetics, using the reflective 3M material as both a functional feature and a metaphor for confidence and self-expression. The result was a campaign designed for social-first platforms, where the goal isn't simply to show a product — it's to make people stop scrolling.