Overview & Objective

When launching our latest Unsettle collection, the Matthew Ali team reached out to propose an organic editorial shoot -  validating our brand relevance and creative vision. We took this opportunity to amplify the collection through his platform and narrative, creating a powerful synergy between music and style.

Role & Responsibilities

• Led full creative direction for the shoot: mood boards, styling, location scouting, shot list.
  
• Coordinated closely with Matthew Ali’s team - blending their artistic sensibilities with our brand language.
  
• Formed and mentored an agile on-set team of SF-based stylist, photographer, and production assistants.
  
• Oversaw the entire shoot day: art direction, lighting balance, frame-by-frame vision.
  
• Managed post-production: curated hero images, retouched frames, and formatted assets for web, press, and social.

Creative Execution

Strategic Alignment

• Centered around an introspective aesthetic, reflecting Matthew Ali’s authentic storytelling and sonic identity.
  
• Framed the Unsettle collection through emotional and moody visuals to resonate with both Matthew Ali and Jiggi fans + Unsettle’s customer base.

Visual Execution

• Models & subject: Matthew Ali alongside producer, Jiggi, and team manager, Litebandz
  
• Locations: raw, intimate urban settings in Oakland (worn warehouse, brick buildings, natural light) - mirroring both east coast material influences within an Oakland-based landscape reflecting Unsettle’s brand authenticity.
• Styling: Outfitting models in pieces from Unsettle’s latest collection as well as exclusive 1/1 design previews
  

Formats & Channels

• Captured hero stills for editorial placements (print mentions, digital stylized features).
  
• Shot behind-the-scenes videos and BTS imagery for social rollout (IG Stories, TikTok).
  
• Delivered formatted image set to Matthew Ali’s media team for editorial exclusives - including site features and press kits.

Outcomes & Metrics

• Social Engagement: 500K+ impressions across Unsettle’s channels; 20K+ saves, comments, and shares - double our typical reach.
  
• Artist Collaboration: Matthew Ali posted the shoot images across all platforms, resulting in 150K+ combined impressions and community resonance.
  
• Brand Perception: Editorial spotlight drove 35% more traffic to the Unsettle collection page and a direct 25% conversion bump from editorial traffic.

Leadership & Collaboration

• Successfully matched brand vision to an artist’s expression - translating musical authenticity into visual storytelling.
  
• Led and mentored a nimble SF-based crew - from stylists to retouchers - ensuring on-brand and on-time delivery.
  
• Maintained clear communication across creative and management channels, balancing high-end editorial standards with agile execution speed.

Credits

Creative Direction, Brand Strategy, GTM Launch: Charlie Yip
Photographer: Noel West
BTS Videographer: Josh Tonga
Talent: Matthew Ali, Jiggi, Litebandz
Product Development: Charlie Yip