Acronym x MSCHF – SUPERNORMAL
Creative Direction / Photography /
Mixed Media Post Production
Concept
For the global launch of Acronym’s limited-edition Supernormal sneaker in collaboration with MSCHF, I was brought on to shape the campaign’s visual world. The concept centered around a 4.5-meter mirrored semi-sphere — a sculptural installation designed to distort, fragment, and amplify the sneaker within a hyper-reflective environment.
Working alongside Acronym founder Errolson Hugh, I directed the visual direction of the campaign: defining the overall look and feel, designing the lighting atmosphere, and shaping the camera language that guided how the product interacted with the reflective architecture. My role blended creative direction, set design, and photography to build a coherent aesthetic identity around the release.
The campaign rolled out across Acronym’s and MSCHF’s channels and sold out instantly, and was featured on Hypebeast,p and global design media.
Sketch of the 4.5m mirrored semi-sphere used as the physical system generating the campaign’s optical distortions.
Creative Direction & Photography: Thomas Kuhn
Set Design: Julia Hartmeyer
Lightning: Riccardo Contrino
Digital:
Luca Fossa
Models: Gloria, Errolson Hugh
Hair & Make Up: Ivana Zoric
Producer: Ian Wang & Franziska Hensler