The Challenge Amiri sought to amplify their Summer 2024 drops with visuals that felt elevated yet culturally grounded, striking a balance between luxury fashion and the raw energy of streetwear. The content had to perform natively on social media while standing out in a saturated digital space.
 
Our Approach We conceptualized a series of four CGI “pills,” each acting as a standalone world. Drawing from Mediterranean and urban landscapes, we crafted surreal yet emotionally resonant visuals that merge art direction, product focus, and subcultural cues.

The Execution Three of the visuals were entirely crafted in CGI, with meticulous attention to materiality, lighting, and atmosphere. For the Miami building, we blended real drone footage with 3D graffiti interventions — each tag custom-designed by renowned graffiti artist Spok Brillor. The result is a seamless fusion of real and surreal, anchored in authenticity.  

The Result The series delivered a bold, scroll-stopping campaign that captured Amiri’s dual identity: refined and rebellious. The assets achieved high engagement across platforms and offered a fresh visual language for the brand’s seasonal narrative.