Client
TFG
Category
Production
Product Duration
1-2 weeks
To develop a concept that would resonate with The FIX’s diverse audience, we analyzed current streetwear trends, the brand’s existing campaigns, and the visual language of youth culture in South Africa. We also explored the use of 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 management. This included location scouting at the quarry, casting models that embodied the brand’s ethos, and coordinating the styling, hair, and makeup teams to align with the urban streetwear aesthetic. On-set, Creative Lead at the time- Nyengo Sambo, directed the creative vision, managed the production team and crew, and ensured every shot captured the intended contrast between fashion and environment. The logistical planning extended to catering, safety, and adapting to the challenges of shooting in an outdoor, rugged 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 the idea of strength and authenticity, positioning The FIX as a brand for those unafraid to stand out and make a 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 real. The result was a campaign that felt fresh, relevant, and unmistakably The FIX.
