ABOUT

Concept:
Developed as the primary visual campaign asset for 6PM’s highest-revenue retail window of the year, this commercial sought to redefine urban streetwear marketing. The brief was to take contemporary drop-culture apparel entirely out of its traditional concrete environment and transplant it directly into the rich, texture-heavy sensory backdrop of a Moroccan bazaar.

Execution:
Filmed entirely on-location in Morocco, the commercial functions as a narrative mini-film. Working closely with the cinematography team, we played with intense natural highlight shifts, desert dust exposures, and deep architectural framing to give the clothing a gritty, highly premium look. I was heavily hands-on across the film editing framework, crafting a pacing structure that balances slow, dramatic character close-ups with abrupt, stylized fashion cuts.

Results:
The commercial spearheaded 6PM's major annual campaign, generating massive engagement numbers across social channels and driving immediate product sell-outs. It remains a hallmark project demonstrating how lifestyle streetwear and cinematic destination-storytelling can blend to maximize consumer conversions.