Shades of A|X
Outstandingly Masculine

PHOTOGRAPHY – LUCIE KEEN
Cinematography - Milan Keen
Model - DAMON WILSON

Our mission was to present the A|X style of stretch cotton boxer briefs not just as fashion piece but as an embodiment of being
— in gestures, manners, and attitudes.

Fusion of playful, sexy and conscious masculinity, defined by extreme comfort, variations and aesthetics.

Designed for direct-to-consumer impact
Multi-media, multi-platform campaign
Ultimately created 33 assets
3 film vignettes & 30 still images

Enveloping the body in softness, we aimed to illustrate that A|X crafts discreet clothing that's pleasant to wear and moves naturally with the body. Garments designed for practicality, exuding a sense of strength and masculine confidence.

Banana RepublicSummer '23

Studio Shots