In 2024, Mobilize asked us to handle art direction and visual production, photos and GIFs, for its new line of lifestyle accessories and merch. Caps, skateboards, backpacks, miniature cars. The brief was to make them feel like part of the brand, not like goodies handed out at a trade show.

For Mobilize, urban mobility is a culture as much as a way of getting around. The audience is connected and a bit edgy, so classic e-commerce shots weren't going to work. We treated the products the way a futurist streetwear label would.

The idea was to put the street and technology side by side. On one hand something low-tech and brutalist, on the other light, electricity and fractals, and to let the tension between the two do the work. For some of the still lifes, we built sets where raw concrete and perforated metal grids sit against bright orange Plexi and neon.

To bring in the brand's energy, everyday objects like pens and notebooks float in the air and multiply, following fractal shapes. The Arty miniatures are wrapped in a loop of white LED light that turns into a moving graphic.

For the lifestyle shots, we worked with chiaroscuro and graphic alterations to place the models somewhere a little mysterious, a little ahead of its time.