Acronym x MSCHF – Limited Edition Drop
Visual Direction / Photography / Post
For the global release of Acronym’s limited-edition sneaker in collaboration with MSCHF — one of New York’s most disruptive design collectives — I was commissioned to direct and shoot the campaign’s core visuals.
The concept revolved around a 6-meter mirrored semi-sphere built as a sculptural stage to reflect and distort the sneaker and model. I shaped the visual direction on set, driving the look, lighting, and camera work. While the creative direction was led by Acronym’s founder Errolson Hugh, my input defined the atmosphere, angles, and visual identity of the launch imagery.
The project was featured on MSCHF, Hypebeast, Hypebae, and across global design media.
Credits
Creative Direction – Errolson Hugh (@erlsn.acr)
Producer – Ian Wang
Photography – Thomas Kuhn
Set Design – Julia Hartmeyer (@juliahrtmyr)
Light Assistant – Riccardo Contrino
Digital Operator – Luca Fossa
Styling – Johnny Pham