Campaign – "The Oxygen Hoodie – reimagined"
places the model’s presence and positioning at the center of the visual language, framing Badson through sharp editorial poses, symmetry, and controlled body language. The black-and-white treatment strips the imagery down to silhouette, texture, and attitude, while the detached head motif introduces themes of identity and self-construction. The result is a cold, hyper-stylized world where the model feels both human and mannequin-like, balancing underground streetwear with high-fashion surrealism.
Campaign – "ADHD"
reframes ordinary modern behaviors as editorial performance, using minimalist compositions and restrained framing to turn reading, scrolling, gaming, eating, and idle interaction into cinematic moments. The models are portrayed almost like subjects in observation, caught inside a constant loop of stimulation, distraction, and parallel activity. Combined with ultra-short 3-second clips and deadpan body language, the campaign reflects the fragmented rhythm of contemporary attention spans while grounding Badson in an understated, everyday surrealism.
Campaign – "After Hours"
Inspired by Wong Kar-Wai's Fallen Angels, the use of distorted wide angles, invasive close-ups, motion blur, and off-balance framing places the viewer directly inside the chaos of the scene rather than observing it from a distance. The models are framed as detached figures drifting through tunnels, streets, and nightlife environments, with the faux fur jacket acting as the visual anchor throughout the campaign. Heavy green-yellow color grading, harsh tunnel lighting, smoke, grain, and kinetic camera movement create a gritty late-night atmosphere rooted in street culture and emotional disorientation.
