SSS Off White Campaign
AX Creative partnered with Secret Sneaker Store (SSS) to produce a visual campaign for their Off-White collection. The project focused on capturing authentic, street-level content that reflects both the brand’s identity and Melbourne’s urban culture.
Client:
Secret Sneaker Store
Services:
Photography
Social Media
Videography
Creative Direction
Year
2024
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The Opportunity
Capturing urban culture through candid streetwear photography
The opportunity was to create imagery that feels real, unfiltered, and connected to the streets, rather than overly staged or commercial. With minimal direction provided, the project allowed for creative freedom to explore Melbourne’s urban landscape and translate it into a visual identity for the campaign.
Strategy
AX Creative approached the campaign with a focus on spontaneity and authenticity.
By using real city locations and natural movement, the content captures the essence of streetwear culture. The goal was to create visuals that feel effortless while still maintaining a strong, curated aesthetic.
Approach included
- Candid street-style photography
- Use of Melbourne’s urban environments
- Lifestyle-driven compositions
- Creative direction aligned with Off-White aesthetic
Execution
The campaign was shot across various locations in Melbourne, using the city as both backdrop and narrative element.
Rather than heavily staged setups, the photography embraced natural moments—capturing movement, interaction, and atmosphere. This approach allowed the visuals to feel grounded and relatable while still maintaining a premium, editorial quality.
The final images were versatile across platforms, from digital use to large-scale in-store displays.
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