Fuel for the Obsessed
Photography / Creative Direction / Art DirectionUpbound2025
Brand Photography
Ethan Wong behind the camera. Dylan leading creative on the ground. Brenda and Fiona on makeup and styling. Jaake on set. Upbound's brand team on lights and logistics. Everyone converging on a day that had to hold a full year of brand intention in six hours.
challenge
Upbound had a logo deck, social strategy and a lot of motivation. We were tasked to craft a tone, an image, a reason for a stranger to feel something specific when the brand showed up.
idea
Not a rebrand nor a full identity system.
We found a way to visualise the outcome before anyone commits to building it, so the founder and I look at the same picture before a single frame gets shot.
Credits :
- Client:
- Upbound, Wilson Lee
- Producer & Creative Director:
- Jona Lim
- Photography & Art Direction:
- Ethan Wong
- Talent :
- Gil, Louis Pierre
- Creative Lead:
- Dylan Lee
- Stylist:
- Fifi Fiona
- MUHA:
- Brenda
- Writer:
- Michelle, Sofea
- Logistic & Coordination:
- Brandon Soh
- Lights:
- Ahmed
- Set Assist:
- Jake Nam
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