"The Street" was The Mountain’s 2020 streetwear line, launched during a period of significant division and tension in the country. Designed to promote unity, the collection drew inspiration from Banksy and graffiti art alike. The first capsule aimed to provoke change by showcasing forced connections through contrasting imagery and messages.

To reflect the graffiti aesthetic of The Mountains streetwear line, the art direction for the promotional video was designed to complement the new collection. The collage and wheat paste style illustrates an urban environment that provides an ideal backdrop, effectively conveying the product messaging. By merging stylized imagery and motion with immersive sound design, a cohesive audiovisual experience was created to creatively promote the new product range and communicate its story.

Roles in Brand Project

• Led the art direction and motion design for The Street’s 2020 video promo, ensuring a cohesive and engaging visual identity.

• Designed a comprehensive storyboard to effectively convey the promotional message and highlight the product launch.

• Developed motion graphics that enhanced visual storytelling, capturing the audience's attention and elevating the promotional narrative.

• Produced immersive sound design to enrich the video’s narrative that complemented the visuals.