For the Crinkled collection launch video by YUXUS, I led the conceptualization and art direction, shaping the creative narrative from its earliest stages. The process centered on highlighting the collection’s unique textures and fluid forms, translating them into a visual language of movement, light, and contrast. Through a minimalist yet impactful aesthetic, I directed the artistic choices—color palette, set design, and visual rhythm—ensuring the campaign embodied the brand’s identity while giving the collection a distinctive, memorable presence.