Braindead
x Coach
Art Direction | Brand Collaboration |
Film, Photography & Social
Coach partnered with Braindead on a collaboration centered around individuality and self-expression. The project incorporated Coach’s heritage with Braindead’s irreverent, subcultural point of view. The result was a playful world built around customization, collectibility and personal style.
My role
I art directed the creative concept across video and photography, shaping the collaboration into a cohesive visual story. Working with internal and external partners, I helped balance the distinct visual languages of both brands.
CREATIVE APPROACH
The collection was imagined through the lens of a fictional amusement park, where products became souvenirs from a world built around curiosity, nostalgia and play. The collaboration embraced their differences as an opportunity to create something neither would have arrived at independently.
Our visual approach extended that thinking into the video and photography—creating a world that felt layered, spontaneous and intentional while allowing the individuality of the collection and its characters to lead.
Braindead Creative Director / Founder: Kyle Ng
Creative Agency (for 3D / event): Polar Black
Graphics + Visual Experience (Illustrated and designed all 3D assets): Cameron Thorne
Director: Khaleel Lee + Crystal Waterton
Editor: Khaleel Lee + Crystal Waterton
Head to Toe Photographer: Ian Lam
Key Looks Photography: Matthew Yoscary
ALT Key Looks Photography: Greg Alders
Art Direction: Travis Witmer
Collaborators
