CONTACT ↗A look behind the work. The Lab holds campaign concepts, early explorations, and creative experiments before they become finished projects.
Some will grow into complete projects. Others remain focused experiments. Each entry captures the central thought, its visual potential, and the reason it deserves a closer look.
Five concepts worth developing first. Each begins with a specific cultural tension and can support an entire campaign.
A working archive of campaign, product, cultural, and experiential ideas.
24 SELECTED CONCEPTS
VAN CLEEF & ARPELS × GENEVA
“Wear the orbit. Hold the day.”
A 30-foot gemstone orrery floats on Lake Geneva. Lapis, turquoise, malachite, and gold spheres follow the planetary alignment above the city in real time.
BMW × MARIO KART
“Every drift changes the track.”
A 200-foot indoor electric kart circuit uses a continuous LED floor to render a responsive Rainbow Road beneath real vehicles. BMW chassis tuning and projection tracking turn an arcade fantasy into a precise physical drive.
PRADA × VENICE
“Venice wears its own reflection.”
During the Biennale, a razor-thin mirrored runway floats at water level on the Grand Canal, reflecting Gothic façades, sky, and moving water beneath Prada's waterproof outerwear.
MIT TECHNOLOGY REVIEW × NASCAR
“See the air decide the race.”
A high-art wind-tunnel demonstration places two Next Gen stock cars inches apart while colored smoke and laser particles reveal drafting, side-drafting, and unstable wake behavior.
OMEGA × LOKI
“For all time. Always.”
A brass-and-marble chronometer chamber places Omega precision inside the TVA's mechanical world. A glowing hourglass and concentric gears turn timekeeping into spatial theater.
CLAIR OBSCUR × MAISON MARGIELA
“Thirty-three looks. One vanishing canvas.”
A Belle Époque couture runway is laid in wet canvas. As a suspended Paintress moves through the room, pigment mist transforms white silk into distressed chiaroscuro while a live quartet holds the tension.
SPOTIFY × THE BACKROOMS
“Build the playlist that gets you out.”
Spotify turns late-night listening into an audio map through a procedural Backrooms maze. Each personalized playlist changes the route, room tone, and spatial cues around the listener.
DIOR × VERSAILLES
“Cut light into couture.”
A 100-foot gold-chrome glass monolith nearly disappears into the Grand Trianon gardens. Inside, refracted sunlight moves through raw silk threads and casts lace and houndstooth patterns onto floating organza gowns.
IKEA × WANDA MAXIMOFF
“A room for every reality.”
A walk-through IKEA showroom begins as a 1950s living room and shifts through grayscale, 1970s, 1980s, and contemporary sets as visitors cross hidden pressure zones.
MOMA × WANDA MAXIMOFF
“Reach out. Unmake the picture.”
Three monumental gilded family portraits respond to visitor gestures. Crimson fiber-optic threads pull painted figures apart into light structures that hover beyond the canvas.
LEICA × NASCAR
“No filters. Just steel, fire, and bone.”
Leica documentary photographers receive full access to garages, pit road, and victory lane. The work removes broadcast color and spectacle to focus on hands, faces, rubber, heat, and damaged metal.
VOUGHT INTERNATIONAL / VNN
“Twenty-four hours inside the company line.”
A major network becomes VNN for one day. Corporate anchors, market segments, crime reports, and loyalty graphics rewrite every story through Vought's immaculate propaganda system.
The Lab will keep changing as new observations, experiments, and campaign thoughts earn a place here.
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