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CLIENT:

UNTITLED NINE | SERIES 2 & 3 COLLECTIONS (2022-2023)  

ROLE:

CREATIVE STRATEGY, DIRECTOR, EDITOR

THE WHY:

Korean-based fashion brand Untitled Nine sought to establish a distinctive visual identity and elevate their storytelling through impactful brand films for their Series 2 and 3 collections. Known for their unconventional use of vintage materials and experimental techniques, the brand needed a narrative-driven approach to connect their ethos with a broader audience.

EXECUTION:

Inspired by a quote from my grandfather—“Sing to the trees, for they always sing back to us”—I developed a concept that embodied Untitled Nine’s artistry and philosophy. For Series 2, we crafted a visually striking metal tree rack to showcase the denim collection, creating a story of “seeding,” “planting,” and “constructing” the tree. The film featured the two brand founders as they built the tree from scratch, decorating it with the denim pieces of the collection. I wrote an accompanying narrative and poem that captured the ethos of the brand, following an artist frustrated with societal chaos and seeking refuge in unconventional creativity. This concept perfectly aligned with Untitled Nine’s innovative approach, which incorporates paints, coatings, and tools traditionally used in construction and repair.

For Series 3, I conceptualized and directed DRONES, a cinematic short film inspired by the brand’s ethos of destruction and reinvention. The collection featured garments distressed using a custom “trap” handcrafted by the brand, which destroys and reshapes the original pieces into something entirely new. I translated this process into a visually compelling narrative about life, growth, and transformation.

IMPACT:

The Series 2 film gained widespread recognition, being an official selection at the International Portrait Film Festival in Bulgaria, where it screened to an intimate audience, and was featured in Fashion Ones to Watch 2022 New Names to Note by British Vogue. Untitled Nine’s work was further spotlighted in Class of 2024, Thames & Hudson’s prestigious 75th anniversary book. The success of the campaigns also led to multiple pop-up events at Atlanta’s cultural landmark, Closette, solidifying Untitled Nine’s presence in the global fashion scene and elevating their brand identity through this high-impact storytelling approach.