My involvement with 'U Wasnt Der' was deeply rooted in their transformative mission to empower youth through fitness. This dynamic group embodies the essence of their culture through a multifaceted approach, aiming to inspire and uplift. My role was pivotal, spanning across art direction, photography, videography, marketing, and product design.
This initiative, born from an innate desire to transcend limitations, serves as a beacon of possibility for today's youth. It exemplifies a steadfast commitment to leading by example, instilling a sense of purpose and empowerment in every individual it touches.
Marketing Campaign
Videography
Product & Package Design
London, UK
U WASNT DER
‘DA STICK UP’
A standout project was 'Da Stick Up,' a 400m race featuring four checkpoints adorned with custom stickers. Capturing the anticipation leading up to the event and the race day itself, I produced a promotional video seamlessly blending regular recordings with nostalgic VHS shots.
The campaign showcases an urban narrative infused with retro aesthetics and contemporary energy. Custom stickers, meticulously designed and strategically placed, enhanced the race experience and echoed through subsequent merchandise launches. The campaign resonated with the vibrant pulse of urban culture, capturing the essence of adventure and community.
‘WAS U DER’ Merch Drop
In addition to documenting their impactful events, I played a pivotal role in weaving their identity together, one such project included a meticulously designed custom packaging for their inaugural merchandise release—a t-shirt and a poster. Overseeing the in-house crafting of more than 200 boxes, each underwent multiple prototypes. Inside, a custom receipt stamped with 'Rent Paid' acknowledged the dedication of fitness enthusiasts following the group’s ethos.
The inaugural merchandise release signifies a milestone in creative craftsmanship and community engagement. From captivating product photography to meticulously designed packaging, each element reflects the brand's identity and commitment to quality.
We engineered a custom stamp handle, evoking the form of a dumbbell, in a meticulous process of technical drawings and prototypes. Crafted with precision, the stamps—"UWASNTDER," "INTERNATIONAL," and "RENT PAID"—embody the group's ethos and grace the receipts of every sold merchandise piece, a tangible connection between founders and consumers.
