Shiho
Overview
When Shiho, an emerging streetwear brand known for its bold designs and urban aesthetic, approached me, they needed a visual campaign that would capture the raw energy and rebellious spirit of their new collection. Their goal was to create a campaign that resonated with Gen Z and millennials, positioning Shiho as the go-to brand for urban style and self-expression.
Challenges Faced
Stand out in a saturated streetwear market
Showcase their products in a way that felt authentic to urban culture
Create a cohesive visual identity across their website, social media, and pop-up events
Their previous campaigns felt too polished and failed to capture the gritty, underground vibe of their brand.
The Approach
Location: The backstreets of Shibuya, Tokyo, known for its vibrant street culture and underground scene.
Models: Cast local skaters, artists, and influencers who embodied Shiho’s brand ethos.
Wardrobe: Highlighted key pieces from their new collection, including graphic hoodies, distressed denim, and bold accessories.