A Japan-based campaign for Tenue de Attire, an Indonesian fashion brand, shot and produced in Tokyo across multiple chapters. Photography, direction, full on-ground production.

Each chapter covers the full scope: location research, casting, logistics, client communication, on-set direction, photography. All of it, from the first recce to the final frame.

Tenue de Attire is one of Indonesia's more considered fashion labels. They take their visual identity seriously and expect the same from the people they bring in. The question the project started with was a simple one: what does this brand look like in a different city? Against different light, a different pace?

Some shoots are fully built out beforehand. Scouted locations, planned lighting, a clear idea of what we're making before anyone arrives. Others happen in whatever the day gives us. Rush hour. Unexpected rain. The city just being itself.