Shot in New York under neon and street-sign glow, this DXNYC campaign leans into a cinematic, after-hours energy. I directed the shoot on location across Chinatown and Lower Manhattan, shaping the brand’s pieces through colour; reds, greens, violets—and the natural contrast of the city at night.

Clean silhouettes, minimal posing, and ambient movement keep the focus on attitude and mood. I handled the full shoot and retouch to deliver a bold, street-driven visual identity for the label.