( 01 Case study — Dossier )
( In one line )
A seasonal campaign system a two-person studio can shoot, crop and ship without a designer in the room.
Client
Ateliér Kuro, Antwerp
Year
2025
Services
Art direction
Campaign system
Duration
Nine weeks
( Scope )
Art direction
Campaign system
Photography brief
Layout kit
Retail rollout
( Team )
Partner, art direction
Designer
Producer
( Shot with )
Two photographers across three cities, working from the same eight-page brief.
( Elsewhere )
Ateliér Kuro shipped four collections a year and art-directed each one from scratch. Every season began with a mood board and ended with a different set of rules, so nothing from spring survived into autumn.
The shop, the lookbook and the feed each read like a separate label. Buyers noticed before the studio did.
We wrote the grammar instead of the season: a crop ladder, three type sizes, one margin, and a rule about where the garment sits in frame. The mood board became a brief a photographer could shoot against.
Everything after that is assembly. Four collections a year now start from the same eight pages and diverge only where the clothes do.
Pl. 01 Campaign grid, autumn proof
Pl. 02 Crop ladder, studio test
Pl. 03 Lookbook spread, second edit
Reported by Ateliér Kuro one year after the system shipped.
4×
Collections a year shot from a single brief.
−9 days
Studio time from first shot to shop-ready assets.
2
People running the whole campaign, unchanged.
8
Pages the entire art direction now fits in.
Let's make
something
lasting