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 set the creative vision for the platform and directed the shoot on set — defining the visual language, the mood architecture behind "Many Moods, Many Yous," and the emotional arc of the edit. From there I steered the team through selects, color, and finish, protecting the idea from concept to final cut.