CREATIVE DIRECTION / CONTENT PRODUCTION / photography / VIDEOGRAPHY / PoST PRODUCTION
Not So Ape, a Unisex Japanese streetwear brand tapped UMBRELLA to develop its visual narrative for the SS22 “Not So Grounded” collection. UMBRELLA produced a branded film, editorial stills campaign and a full e-commerce package for the global rollout of the collection. The creative direction centered around highly individualistic expressions of identity and celebrating people who appreciate each others’ uniqueness.
“The SS22 collection, Not So Grounded, is a playful exploration of our relationship to the natural world, and how it can help us embrace our own ever-evolving individuality. Like the flowers that bloom, we are each one of a kind, and we reach our fullest potential when we grow together.”