Spring & Summer

Cider asked Hypemaker to reposition the brand—from fast fashion to culture-forward—across two seasonal drops. The brand needed a crisp, contemporary system that traveled from site to social and spoke to fashion-savvy shoppers without losing accessibility.

Founder-heavy, multinational feedback made creative trust the work; I taught and protected the vision while aligning different taste levels. Tight, product-first shoot days—especially the second run—required sharp shot calls, trims, and smart sequencing.

Frame Cider as a versatile wardrobe builder: tasteful styling, clean light, and kinetic edits that show fit, texture, and movement. A cool, contemporary voice—never try-hard—reframed product through a fashion lens and flexed across channels to reset perception.

I launched "Many Moods, Many Yous," set web and social copy, cast three Gen Z creators as distinct moods, and led photo/video so the path from scroll to shop felt seamless. On the follow-up, I owned end-to-end: pitched and translated the brief, made live art-direction calls, prioritized shots, and kept product presentation tight. Post, I drove selects, color, pacing, music, and V1 refinements to align assets to site needs.