WE BEGAN WITH A SINGLE,SHARP IDEA: “TOO SLIM TO FOLD” —A BRAND UNFOLDING A FUTURE-FORWARD, ULTRA-LIGHT EYEWEAR ATTITUDE.
Client
The SLIM
DELIVERABLES
EDITORIAL VISUALS BRANDING
Year
2025
Role
CREATIVE DIRECTION
Tools
Midjourney, Higgsfield AI, Seedream, Kling AI
Be SLIM Eyewear
For Eyewear: Be SLIM, I defined a core brand concept for a family of different frames: BE SLIM TO WEAR. The collection brings together multiple eyewear silhouettes that all share the same feeling—ultra-thin, almost weightless frames that sit like a sharp beam of light rather than an object. The visual world imagines a near-future lab where performance eyewear and cybernetic fashion blur: chrome surfaces, wet skin, and tight crops that keep the glasses as the single, decisive line in every scene.
All visuals were created entirely with generative AI tools—primarily Midjourney, Higgsfield AI, Seedream, and Kling AI. I used them as a virtual set: iterating on face structure, lens thickness, reflections, and background machinery until the character, lighting, and camera language stayed consistent across every shot. From there I refined compositions, color, and typography into a minimal SLIM wordmark and editorial layout system that could extend into lookbooks, launch films, and in-store screens—turning a single phrase, “too slim to fold,” into a complete brand and campaign toolkit.
