«Destroyed Memories» collection

391 Repulsion

Co-Prod 2025. Promo campaign for the release of the «Destroyed Memories» collection.

The project was dedicated to the 2025 launch of the «Destroyed Memories» collection by the brand 391 Repulsion. The Studio was tasked with translating the drop's mood into the language of visual imagery: working solely from the client's technical brief, recreating a unified visual code and developing a complete package of supporting materials. The focus was on ensuring that every audience touchpoint transmitted the aesthetic of decay without compromising the brand's legibility. CONCEPT & EXECUTION The central task was to fully convey the mood and atmosphere of the brand's new drop. The visual language was built upon destructive, fragmented elements fused with imagery of technological progress and attributes of modern life: machinery, urban structures, explosions, digital glitches, and technical malfunctions. The project encompassed the creation of: - Stickers executed in the aesthetic of destruction and chaos. A fundamentally critical condition during their development was maintaining suitability for live communication — expressive yet functional content units embedded into the audience's everyday interactions. - Video materials that convey the tense atmosphere of uncontrolled chaos and decay. Glitch dynamics, visual noise, and aggressive editing work to immerse the viewer in a state of anxious instability, resonant with the spirit of the collection. - Stylistically designed posters and lookbook visuals. Their key task was to simultaneously transmit the overall mood of the drop and present the clothing pieces themselves in a non-trivial manner — not through direct demonstration, but through artistic embedding into a world of destruction and technogenic collapse. SCOPE OF WORK The development comprised three key directions of visual content: - Atmospheric video materials — dynamic clips transmitting tension and the aesthetic of destruction; - Static sticker set — a pack of graphic elements in a destructive style, adapted for use in messengers; - Posters and lookbook visuals — artistic visual carriers presenting the collection through the lens of the given concept.