Hpnotiq x naturel

Role: Designer / Art Direction

For Hpnotiq’s #SINCE2001 campaign, I worked alongside artist Naturel to translate his signature visual style into a broader campaign system built to live across multiple channels and formats. I led much of the design development and execution across the rollout, helping turn the core artistic direction into a cohesive visual language spanning digital, social, branded content, experiences and campaign assets. Rooted in the nostalgia of Hpnotiq’s early-2000s rise, the work reintroduced an iconic brand through a visual world that connected its history in hip-hop and nightlife culture with a new generation.