I directed Defy and Define, a campaign for Track Mafia comprising a social media film and supporting photography to promote a knitted beanie and scarf range that I designed for the brand.

The project explored the relationship between the brand and youth identity, particularly how items like scarves and beanies are often used to obscure the face and shape perception.

The film follows a group of friends connected to the brand across London, with each segment focusing on an individual.

Each participant contributed a personal voice-over reflecting on their relationship with identity, creating an intimate and reflective narrative structure.

Visually, the campaign leaned into contrast, as individuals were first shown masked by the accessories, before gradually revealing their faces in a deliberate act of defiance, reframing exposure as self-definition rather than vulnerability.

I shot the video on a Sony A7IV with a 28mm prime lens, working on location with a mix of natural light and existing artificial lighting within residential blocks and surrounding streets.

I led the overall creative direction across both video and photography, assisting Alex Wavo to ensure visual consistency across all deliverables. 

I also handled the edit and colour grade, shaping the final tone and pacing to support the campaign’s themes of identity, concealment, and self-expression.

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