VYL 01 | SS24 LAUNCH
VYL-01 is a break from the expected—a visual statement of youthful duality that blends rebellion with refinement. This Spring/Summer 2024 launch sets the tone for a brand unafraid to challenge convention and define its own lane.
SERVICES
PRODUCTION
CREATIVE
SOUND
COLOR
STRATEGY
POST
THE CONCEPT
At the heart of the longform narrative is a moment of transformation. We follow brand founder Nico in his garage workshop, perched in front of a mirror, clippers in hand. With each pass of the buzzer, his bleach-blonde hair falls away—revealing not just a new look, but a new version of himself, shaped by the ethos of VYL-01.
As he shaves, he imagines the future—glimpses of the people who will wear the product, the scenes it will live in, and the stories it will silently tell. It’s a quiet ritual, charged with purpose. A visual metaphor for reinvention, rebellion, and identity in motion.
THE EXECUTION
Shot over multiple days and locations, this campaign brought together a cast of distinct personas—each representing a future face of the brand and the spirit of transformation VYL-01 stands for.
We leaned into natural daylight and stylized neon night setups, channeling a visual tone reminiscent of a Nicolas Winding Refn film. From car mounts and fisheye lenses to VFX-driven cloning, every frame was designed to push against the polished uniformity of traditional commercial work—embracing a more experimental, globally-inspired edge that feels raw, cinematic, and bold beyond means.
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