Avaider aimed to build their brand on a foundation of authenticity, rebellion, and grit. They sought to channel the curiosity of youth and solidify this vision through a campaign launching their debut streetwear collection.

The campaign's core concept was to empower a group of strangers, cast directly from the streets, by giving them the camera. This inside-out perspective allowed them to document the experience on their terms, with the brand embracing the raw, unfiltered results.

Alongside the stills, I directed a team of videographers to intimately document the journey as it unfolded. The footage was then cut to a custom techno track produced for Avaider's launch as well as several clips for Avaider’s social channels.

Importantly, the clothes took a back seat, with the brand's lifestyle taking centre stage in the final selection of images and film.