about






Project



Role




Duration





DeliverablesUnsettle x 30ITM

Creative Director - campaign concept, art direction, launch strategy

3 month research & development → 2 week content capture + 1 month post-production → 2-week launch

Lookbook, editorial film, photography direction, product rollout, copywriting, digital presentation




Context & Challenge


This project was a creative collaboration between Unsettle and 30ITM, a Los Angeles-based agency working with multidisciplinary talent like NarJesse. 

Our shared goal: explore how people, place, and identity intersect through the pursuit of unanswered questions - and visualize the tension and beauty that exists in the midst of seeking.

The objective was to merge Unsettle’s product storytelling with 30ITM’s narrative sensibility - highlighting the dimensionality of the individuals who wear our pieces, and the spaces they move through.



Role & Responsibilities

  • Led creative direction on behalf of Unsettle - developing the visual concept, storyboarding, and wardrobe styling.
  • Worked closely with the 30ITM team to align visual tone, casting, and editorial narrative.
  • Directed the on-set art direction and lighting approach - translating abstract themes into grounded visuals.
  • Oversaw post-production including image selects, sequencing, and formatting for digital and social release.






Creative Strategy & Execution


Concept Ideation
  • Centered around the idea of search as identity - who we are while we’re still becoming.
  • Embraced quiet, transitional moments - liminal spaces, peripheral architecture, in-between gestures.

Location & Talent
  • Shot on location in LA: industrial backlots, rooftops, sidewalks, and stairwells—reflecting fragmented but intentional movement.
  • Styled with key Unsettle pieces that emphasize modularity and shape-shifting form, highlighting identity as layered and fluid.

Visual Establishment
  • Muted color palette, harsh daylight, grainy textures - designed to evoke impermanence and edge.
  • Directional posing and asymmetrical framing created a sense of tension and release throughout the editorial.

Formats & Channels
  • Editorial visuals for both Unsettle and 30ITM channels.
  • Rollout across digital channels (social media, website, email, PR)





Outcomes & Metrics

  • Engagement: Over 600K organic impressions across both brands’ social platforms.
  • Community resonance: Strong engagement behavior and high comment quality - with over 20K+ likes, comments and shares.
  • Brand positioning: Reinforced Unsettle’s evolving identity as more than product - a layered platform for cultural inquiry and self-expression.
  • Creative alignment: Cemented Unsettle as a go-to collaborator for emerging creative agencies and talent-led initiatives.


Teamwork & Leadership

  • Collaborative fluency: Demonstrated ability to lead within a multi-agency, talent-driven environment.
  • Narrative craft: Built a campaign rooted in abstract thought but realized through clear, intentional visuals.
  • Visual storytelling: Directed tone, color, structure, and space into a unified emotional language.
  • Culture-driven brand work: Extended product storytelling into a larger dialogue - centering community, philosophy, and form.


Credits


Creative Direction, Brand Strategy, GTM Launch: Charlie Yip, 30ITM, Keymo
Director + Editor: Jeff Rattanong, Keymo
Casting: Keymo
Producer + PD: Lara Deluna
DP + Colorist: Jucel Andrin
Talent: Narjesse, Tokumi Watanabe, Sean Carbs
Product Development: Charlie Yip
Music: Flash Canet (streetchilli)