A campaign shoot for Ride or Dye, a Jakarta-based brand, and their new Nitronova drop. Creative direction by Athira Ramadinda, who was Creative Art Director there at the time, and photography by Edie Mills. The clothing itself was inspired by F1, all that technical, built-for-speed energy, but the brief was to bring it down to earth: casual, easy to wear, something you'd actually reach for rather than just admire on a rack.

This one was a genuine mix of menswear and womenswear across the shoot, which kept things interesting, styling for two different silhouettes within the same world without either feeling like an afterthought. The real challenge was restraint. The drop pieces had to stay the hero of every shot, so my job was to build looks around them without ever stealing their spotlight, no competing prints, no accessories shouting louder than the garment doing the actual selling. Cohesive over clever, every time.