sOMUCHLOVE
Director of Art Direction & Photography
THE CLIENT: SoMuchLove; the creative collective focused on bringing artists together to spread love.
THE OUTPUT: Launched an identity bigger than a streetwear brand. Executed launch parties, promotional shoots, popup fundraisers, and various brand collaborations.
ˏˋ°•*⁀➷ somuchlove
In my first meeting with SML, I saw a group that was making art in a way I hadn’t seen before. We took inspiration from American streetwear brands, 90’s fashion, and warehouse aesthetics. This resulted in weekly meetings for brainstorming, countless mood boards, mind maps, and shot lists.
I directed and shot for the first two volumes of the line releases. I focused on their signature red coloring while highlighting green and warm tones to emulate a grunge 90’s allure.
“SOACHELLA”: a house show gathering six local bands and a crowd of listeners. A lot of planning, designing, organizing, and love went into this day. From concept to completion, I filmed and photographed the event alongside several other creatives.
