I conceptualised and visually directed a campaign for Kroen to promote the brand’s Asym shorts, built around a deliberate inversion of conventional streetwear logic.

While most garments are designed to be perfectly symmetrical within an inherently chaotic and asymmetrical world, this project flipped that relationship.

Because the product itself was asymmetrical, the surrounding visual language was intentionally controlled, balanced, and symmetrical.

The concept centred on constructing scenes where the models, their poses, framing, and overall composition were digitally mirrored.

This created a sense of visual order that directly contrasted the irregular cut of the shorts, allowing the asymmetry of the garment to stand out more clearly and feel intentional rather than accidental.

By placing an unconventional product within a highly structured environment, the design of the shorts became the focal point of the narrative.

I developed the core creative idea, visual references, and directional framework for the project, which were then brought to life by Kroen’s creative directors through photography and supporting graphic content.

The resulting campaign reinforced Kroen’s reputation for considered, concept-driven design while presenting the Asym shorts in a way that was both visually striking and intellectually grounded.

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