Narco Diamond
2025
CliEnt
Narco Denim
Type
Personal
Role
Creative Direction
What we did
A vivid social campaign presenting the Narco Diamond Tee through raw romance, shared identity, and a dramatized streetwear lifestyle.
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A "Narco" Love Story
Narco Diamond presents a streetwear couple connected by loyalty, attraction, risk, and a shared lifestyle. The campaign recognized the strong feminine presence within streetwear and positioned the Narco Diamond Tee as a versatile, shared piece. Styled across both models, the garment moves naturally between masculine and feminine expression while preserving the brand’s core identity. The result is an intimate, Bonnie-and-Clyde-inspired story designed to feel recognizable rather than aspirationally distant.
The Art of the Pivot
The campaign was developed through extensive creative direction, and production pivot. When the original production plan shifted, I stepped behind the camera and carried the concept through execution. A familiar apartment kitchen became a raw, private world shaped by saturated teal-and-amber lighting, close physical interaction, disposable cups, and everyday countertop details. An “I ❤️ NY” mug added a playful color accent and a subtle homage to New York’s influence on streetwear culture. What began as an impromptu production became a cohesive set of still images that the brand used for its social-media rollout.
