Client
TFG
Category
Production
Product Duration
1-2 weeks
To develop a concept that would connect with The FIX's diverse audience, we analyzed current streetwear trends, the brand's existing campaigns, and the visual language of South African youth culture. We also explored unconventional locations in fashion photography, focusing on how to blend urban style with natural, industrial environments for maximum visual impact.
The execution of DNM or NTHN encompassed comprehensive art direction and shoot logistics. This included location scouting at the quarry, casting models that embodied the brand's ethos, and coordinating styling, hair, and makeup teams to align with the urban streetwear aesthetic. On-set, Creative Lead Nyengo Sambo directed the creative vision, managed the production team and crew, and made sure every shot captured that intended contrast between fashion and environment. The logistical planning covered everything from catering to safety, adapting to the challenges of shooting in a rugged outdoor setting.
The campaign messaging centered on duality and self-expression: "DNM or NTHN" invited viewers to embrace their individuality and the freedom to define their own style. Copy and visuals reinforced ideas of strength and authenticity, positioning The FIX as a brand for people unafraid to stand out and make a real statement.
At its core, DNM or NTHN was about the unexpected—mixing the grit and energy of urban fashion with the raw beauty of a quarry. The shoot captured the spirit of youth culture, celebrating boldness and originality while grounding the campaign in a setting that felt both aspirational and completely real. The result was a campaign that felt fresh, relevant, and unmistakably The FIX.
