Role
Art Direction, Campaign Concept, Photography, Retouching
Client
Ratchet Clothing
Focus
Fashion Campaign, Brand Imagery, Social Content
Deliverables
Campaign stills, product-led lifestyle imagery, social-first promotional assets
The brief
Ratchet Clothing needed campaign imagery that felt true to the brand’s name and attitude, while still presenting the garments as pieces people would want to wear. The challenge was to create visuals that leaned into “ratchet” settings without making the clothing feel cheap, dirty or throwaway.
The concept
The concept was built around visual contradiction: premium-looking garment presentation inside chaotic, awkward or lowbrow domestic and urban environments. Dishwashers, sofas, benches, cars, washing lines and street furniture became part of the storytelling. Each scene was chosen to feel slightly wrong, slightly humorous and completely on-brand.
Creative approach
Rather than treating the products like standard ecommerce items, I framed them more like characters within each image. The styling stayed clean and readable, while the environments added narrative, irony and edge. Flash-heavy lighting, direct composition and strong placement helped the clothing remain the hero even when the setting was intentionally rough.
Outcome
The campaign established a clear and repeatable visual identity for Ratchet, using environment as a core part of the branding. Each image balances product clarity with attitude, helping the clothing stand out through concept rather than relying on traditional fashion presentation.