Hello, Im Erlen

Burberry teamed up with Blankos Block Party to release a limited run of their NFT Sharky B and accessories collection, including a jetpack, armbands and pool shoes.

Social

The social assets went across the Burberry and HYPEBEAST Instagram accounts.

Editorial

As always, HYPEBEAST is the first to drop the info, this time via an exclusive Streetsnaps shoot with Sharky B.

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Key Visuals

Here are some of the final key visuals created for the campaign.

Burberry teamed up with Blankos Block Party to release a limited run of their NFT Sharky B and accessories collection, including a jetpack, armbands and pool shoes.

My role was to art direct the key visuals, socials and display ads.

Display ads went live days before to hype up the launch. We used dim lighting to create curiosity.

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For the launch of FIFA21, EA commissioned Tristan Eaton to create an indoor pitch mural themed around Lukas Podolski career.
The artwork is incredibly detailed, and my task was to produce an animated interpretation.

Each planet represents a step in Podolski's career, so I wanted to animate them individually and voyage through the artwork as if it was outer space. I teamed up with Multi-Platinum Producer Jacob Manson for the sound design.

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Socials

The mural is also an exclusive jersey worn VOLTA game mode.

The pitch is located in Cologne, Germany at the Strassenkicker Base.

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Burberry and Riccardo Tisci debuted a limited edition monogram capsule collection that headlined the fashion world. Our team at HYPEBEAST created an interactive, shoppable content hub to celebrate the launch.

Burberry and Riccardo Tisci debuted a limited edition monogram capsule collection that headlined the fashion world. Our team at HYPEBEAST created an interactive, shoppable content hub to celebrate the launch.

Assets

We cut out the products so they would give the illusion of flying through a 3D space.

Monogram Pattern

I made a repeatable image of the monogram pattern to create the tunnel effect.  As you scroll through the experience, the pattern changes colour.

To support the launch of Nike Air Max Dia, HYPEMAKER created an interactive video experience. Titled "Style It Yourself", viewers can interact and influence the film's story and assemble an outfit before shopping the collection.

Building the experience

The video experience was challenging to create, so we had to keep it simple. The viewer gets three interaction opportunities, choosing their footwear, jacket and bottoms.

We divided the footage into four categories.

1. First comes the main scene
2. Straight afterwards, the interactive decision
3. Then confirming the outcome
4. After all the interactions, the video ends with the final outfit

After each decision, the timeline breaks into a new branch. In total, eight clothing combinations are possible.

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The timeline branches are then stitched together into one long timeline.

Once the viewer makes a clothing decision, the video skips to the relevant scene on the timeline, creating a seamless video experience.

Final Outcome

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Havana Club joined forces with the lyrical champion and UK legend Skepta for an exclusive collaboration inspired by the brand's Cuban roots and Skepta's Nigerian heritage.

Havana Club joined forces with the lyrical champion and UK legend Skepta for an exclusive collaboration inspired by the brand's Cuban roots and Skepta's Nigerian heritage.

New Gen is HYPEBEAST Music’s quarterly series highlighting some of the most promising up-and-coming voices in the music game.

The editorial team approached me to illustrate their lineup of Spring 2019 artists. There were 16 artists in total with a short deadline, so I kept it simple and minimal.

Combining the heritage sneaker Superstar with an equally iconic silhouette, the Stan Smith, adidas Originals presents the aptly-named Superstan.

The HYPEMAKER team creatively directed a playful film starring Stan Smith himself, shot on location in his home state of Florida.
Stan's tongue-in-cheek personality radiated as he narrated what it's like to be better known for footwear contributions over his tennis career.

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Production

Shooting the shoes was fun. We had to ensure the final key visuals highlighted the unique details of this sneaker hybrid.

Everything was planned and practised before the shoot day, the balanced arrangement of the shoes, foot positions of the models, locations, shooting angles, camera lenses, and everything.

Treatment

The shoe inspired the treatment for the film and key visuals, a split composition matching both the Stan Smith and Superstar personalities.

Combining the heritage sneaker Superstar with an equally iconic silhouette, the Stan Smith, adidas Originals presents the aptly-named Superstan.

Final Key Visuals

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Social

Editorial

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In line with the Moncler House of Genius concept store launch, Moncler tasked the HYPEBEAST team to shoot a lookbook featuring the collection.

How do things become HYPED? HYPEBEAST explores the stories behind some of the most hyped items.

I worked closely with the editorial team to create the bumper animations and layouts for the video series.

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HYPEBEAST picks the latest UK sounds you need to hear.

The editorial team approached me to illustrate their lineup of 2019 emerging talent.

Places + Faces collaborates with Havana Club and directs its unique gaze  on the Cuban capital, a city rich in culture, music and nightlife.

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HYPEBEAST picks the latest UK sounds you need to hear.

The editorial team approached me to illustrate their lineup of 2019 emerging talent.

"Fortitude" is an interview-led film documenting the stories and societal perspectives of Black Londoners.
Following the Black Lives Matter movement in summer 2020, the entire cast, crew, and partners donated their time to see the documentary finished and publicised.

My involvement led all design aspects from production to the film premiere, designing the film poster, social content, branding, website design & build, bumper, title cards, credits, stage visuals, and more.

Naming The Documentary

Before any design work could start, we had to decide on a name for the film. Here are some early experiments for the title lockup and poster.

Design Treatment

We finally settled on the film's name, inspired by Misan Harriman response to the question, "Say one word to describe being black." FORTITUDE!

In the opening scene, we asked the audience to do only one thing; to listen. I wanted every word and graphic in the film to be felt emotionally, which inspired the design treatment. The treatment was slowly paced transitions and altering the lens focus of the words and letters.

I added a subtle gradient to the lower third titles to ensure legibility on bright backgrounds.

The HYPEBEAST team approached me to create some social and display assets for Weekday.

The Website

We wanted this to get the proper attention, so it felt right to create a website to record the journey of the documentary.
The website showcases the trailer, news updates, cast and crew information, BTS photos and partnerships.

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HYPEBEAST NewGen spotlights the most promising up-and-comers in the music game, this time featuring 12 of the most talented of Fall 2019.