CREATIVE DIRECTIONA visual language built through light, movement, and direction.
follow the arrow
Create a product video for PROJEK RAW, a fashion brand, built around the concept “Follow the Arrow.” In collaboration with N/A & Co., GvuCreative led the creative and movement direction, using dynamic choreography and contrasting white and red lighting to guide the viewer’s eye and amplify the brand’s signature red.
The result is a visual piece that brings the product, movement, and identity together through light, rhythm, and direction.
CREATIVE
DIRECTION
mood
movement direction
Movement became a tool for revealing the product. Every pose was carefully calculated in relation to light and shadow, positioning the model to create intentional frames that highlight the shape, details, and attitude of each piece.
BEHIND THE SCENES
