Campaign Visual Identity
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Hand-Drawn Graffiti Inspired Illustrations
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Layout & Photo Composition
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Digital & Social Collateral
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Campaign Assets
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Campaign Visual Identity ✳︎ Hand-Drawn Graffiti Inspired Illustrations ✳︎ Layout & Photo Composition ✳︎ Digital & Social Collateral ✳︎ Campaign Assets ✳︎
PMC International Women’s Day
Merging authentic female empowerment with raw, subcultural self-expression. By putting in-house team members front and center and layering their portraits with bespoke, hand-drawn graffiti scribbles, the campaign creates an intimate, unpolished, and genuinely empowering street-culture statement.
Spotlighting real in-house talent through raw, hand-drawn graffiti illustration to deliver an authentic, street-level tribute to women.
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Hand-drew custom street-style doodles, tag scribbles, and expressive line art directly over campaign photography to give every asset an organic, tactile edge.
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Bypassed traditional model casting by casting PMC’s female team members—bringing genuine personality, relatable representation, and brand ownership to the visuals.
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Balanced high-contrast portrait photography with energetic graphic overlays, creating a fluid, magazine-style layout system tailored for high social engagement.
THE CONCEPT
Visual direction, hand-crafted illustration, and campaign key art created for Pestle & Mortar Clothing's International Women’s Day campaign. Celebrating the real women behind the brand, the project features PMC’s in-house female team—including the Art Director—as campaign talents, layered with raw, hand-drawn street graffiti scribbles and organic doodle compositions.
