ORIGGI GALLERY

The varsity jacket, the embroidered sweater, the script hoodie and the beanies with the goat: the whole season shot on a grey backdrop, produced with AI and directed look by look.

Folded, belted, laid flat: the product shot the brand uses in the store and in the feed, with the same light as the campaign.

The Neapolitan horn worn against bad luck carries protection, energy and a sharp shape. From there it reaches the goat: endurance, precision and the habit of climbing on hard ground. The lines that cross its body were already in the logotype; inside the symbol they read as speed.

Black is the material and bone is the paper: both come from the photographs themselves. The red arrived last, and it is the one that gave the symbol its energy: on black it creates tension without breaking the editorial calm.

The capsule is shot without a single extra light. What separates one garment from another is not color but texture and weight. If little is seen, it is on purpose: you have to come closer.

No trip, no shooting permit, no night waiting for the rain to stop: the city of the campaign was produced with AI around the garment, crossing by crossing.

A production in the desert and the brand on screens in Tokyo: the garment exists in fabric, it gets worn, and the identity holds on a billboard.

It is printed, the page is photographed, and what reaches the screen is the paper. Next to it, a black and white run with the light dragged.