This social-first project was created in collaboration with Highsnobiety and KEEN to promote the release of two colorways through organic, platform-native content. I directed, shot, and edited both the video and photo assets, building the creative approach around real New York City storytelling rather than staged environments.
The two colorways were themed “Uptown” and “Downtown,” and the concept centered on grounding each shoe in authentic neighborhoods and real creative lives.
The Downtown colorway featured Elena and was captured throughout her favorite Lower East Side locations, reflecting the energy and movement of downtown culture.
The Uptown colorway featured Jenni and Tyler and was filmed in Harlem and within their personal neighborhood spaces, highlighting a more grounded, community-driven environment.
By placing the product inside the everyday worlds of NYC creatives, the project positioned each colorway as an extension of lived experience rather than a styled set piece, making the content feel natural to social platforms while reinforcing the identity behind each release.
