NIGHTSHIFT

NIGHTSHIFT set out to redefine the intersection of streetwear and luxury, but balancing grit with refinement proved difficult. The brand wanted to appeal to both audiences without compromising either side of its identity. Our creative direction leaned into nighttime culture, a world where exclusivity, rebellion, and elegance coexist. Visuals were cinematic, with deep shadows and neon accents, capturing the raw energy of the city after dark. Typography and branding were elevated, borrowing cues from luxury fashion houses while keeping subtle nods to underground culture. We crafted a campaign that felt equally at home on city billboards and high-end fashion magazines.