when you’re working with ecko unltd., you can’t play it safe. their whole dna is about disruption, swagger, and throwing paint on the walls (sometimes literally). so when their internal creative team handed me the seed of an idea, i leaned into it hard: what if we cracked open mark ecko’s mind and just… let the madness spill out?
the result was kaleidoscope — a shoe ad that didn’t look like a shoe ad. instead, it was a fever dream of cars, fashion, dance, and music, colliding in a psychedelic swirl. think streetwear meets acid trip, but with choreography. it wasn’t about product features — it was about the feeling of unlimited creativity, the world you enter when you put on an ecko shoe and decide to run with your own vision.
technically, it was a beast. we played with green screens, mirrored imagery, surreal vfx layers — every frame designed to feel like you were tumbling deeper into the kaleidoscope of mark’s brain. the goal wasn’t clarity, it was overload. a hypnotic overload.
and that’s what i loved about directing this. most brands say “think outside the box.” ecko said, “destroy the box, light it on fire, and dance on the ashes with a marching band.” and honestly? that’s my kind of brief.