Client:
Dripsportif
Services:
Art & Creation Direction
Brand & Product Strategy
Logo & Graphic Design
Illustrator
Fashion Editorial Director
Stylist
Marketing Campaign Lead
Year:
2024
Industry:
Fashion, Streetwear and Retail
Credits:
Photography - Desire Ndou
Motion Graphics - Wax Motions & Nhlamulo Ngobeni
Graphic Design - Nhlamulo Ngobeni
Video editor and production - Wax Motions
Stylist - Sir Abner
Makeup Artist - King Larney
Brief:
For the revival of the iconic Drip Likwidz silhouette, we launched a Gum Sole edition inspired by the resurgence of 90s nostalgia and vintage streetwear styling. The campaign aimed to position the new drop as youthful, energetic, and boldly expressive, with a playful fashion-meets-pop-culture identity.
To drive this message home, we drew inspiration from an unexpected and beloved source — the Chappies bubblegum wrapper — a nostalgic design object for many South Africans. Its vibrant color palette, quirky pop textures, and feel-good cultural familiarity served as the visual engine of our concept.
The campaign was built across multiple touch points, each amplifying the connection between fashion, flavor, and fun. We designed energy-style poster visuals mimicking the loud, punchy aesthetic of retro candy and street zines assigning each colorway of the Gum Sole sneaker to a bubblegum “flavor”, amplifying the idea of collectibility and self-expression through footwear. I Directed a bold streetwear-inspired editorial photoshoot showcasing how to wear the new Gum Sole sneakers and art directed a short motion graphic sequence that emulated a Chappies wrapper unraveling, revealing each shoe and its “flavor profile” in a stylized, collectible presentation. Essentially the entire campaign was infused with a youth-forward, tongue-in-cheek attitude in both visual and copy tone "Chew Up The Streets".
