As part of the launch for R.A.D’s V2 (a new shoe model), we were tasked with developing a concept and campaign that marked the retirement of the old and the introduction of the new.

Drawing inspiration from retro-futurism, high-tech aesthetics, and surf shack culture, we built an imaginative world around the shoe. This included micro-tech graphics, surreal factory environments, and sleek, modern design elements.

I was responsible for art directing how the shoe would be presented in its best form—through elevated product shots that emphasized its features and form. This involved carefully considering how lighting could be used to sculpt the shoe’s shape and highlight its intricate details.