Campaign Case Study
RIVET
Brief
Use denim to tell a story about intimacy, masculinity, and the freedom to outgrow inherited definitions of who a man should be.
My role
Creative direction from concept through final edit, including visual development, AI image and video direction, editing, and sonic direction.
Approach
Use black-and-white restraint, intimate performance, and symbolic props to keep the emotional idea legible without over-explaining it.
Deliverables
16:9 campaign film · Static campaign stills · Sonic direction
RIVET explores transformation through intimacy, using ripped denim as the visual constant inside a world slowly coming undone and questioning inherited ideas of what a man is supposed to be.
Restraint before release.
Two men share a quiet moment inside a surreal private room photographed entirely in black and white. Attraction develops through small gestures: a drink exchanged, sustained eye contact, hands moving closer, and finally a kiss. The emotional intensity comes from how little they need to perform.
Who gets to define a man?
One of the men begins by reading a book about male chromosomes, a symbol of the rigid ways masculinity can be explained, prescribed, and inherited. He eventually drops the book, and the dog tears it apart. The gesture turns destruction into release: biology, books, and convention do not get to dictate the full shape of who we become. RIVET makes room for identity as something lived, felt, and allowed to evolve, finding beauty in becoming fully yourself.
A restrained romantic pulse.
The sonic world is dark, intimate, and waltz-like, reinforcing the campaign’s sense of elegance and emotional tension without turning the relationship into melodrama.