FREITAG.
brand direction
Strategic Content
BRIEF.
To test-market a new gender-neutral, soil-to-soil compostable T-shirt.
The brief was to develop a new visual language for the product, aiming to connect FREITAG with a young, diverse, and queer audience and gather data via a test landing page (circ-t.ch) for a potential future launch.
What.
As a freelance Art Director, my role was to co-lead the creative concept and execution of the photoshoot.
My key responsibilities included casting the entire model lineup, providing movement direction on set, and co-facilitating the on-set safer space.
WHY.
The core insight was that this high-innovation product needed a fresh, vibrant, and authentic visual identity to resonate with a style-conscious queer audience.
The strategic goal was to move beyond FREITAG's traditional, function-first clientele and prove that a "soil-to-soil" garment could be desirable for a new generation.
HOW.
Casting: Scouted and cast 6 models to authentically represent the diverse, gender-neutral, and queer community we were speaking to.
Art Direction: Co-directed the shoot with Xenia (FREITAG), translating the "Art School London" inspiration into tangible "T-Shirt Looks" and "Extravagant Looks" that blended the product with high-fashion and personal style.
Movement Direction: Guided models on set to ensure dynamic, confident, and genuine poses that fit the energetic and experimental brief.
Safer Space Facilitation: Proactively managed the on-set environment as part of the Awareness Team.
The project successfully launched the circ-t.ch test landing page, creating the key asset for a live market test.
Provided Proof of Concept: It delivered the first critical proof that this high-innovation garment could connect with a new, style-led audience, moving beyond FREITAG's traditional clientele.
Challenged Perceptions: The campaign directly countered industry skepticism around compostable clothing, reframing it from a "disposable garment" to a high-quality, long-term investment with a clean end-of-life.
Validated R&D Investment: Our creative work was the bridge between a complex, five-year R&D project and a new, culturally-relevant audience, providing the data needed to validate the product's viability.
Impact.
A DEEPER LOOK.
TWO DIVERSE
APPROACHES
TO CIRCULARITY.
This project was the public test for FREITAG's exploration into a new, biological end-of-life value chain. The brand's business is built on two diverse circular models:
The Technical Cycle (The Bags): The classic model of upcycling used truck tarps. The value is in extending the product's life "again and again" through repair and swapping.
The Biological Cycle (The T-Shirt): The new "soil-to-soil" model we were testing. The value is in a 100% clean end-of-life, where the garment "decomposes into the same soil that their fibers came from" and becomes "fertile soil for new raw materials."
My role in art direction and casting was to take this highly technical, high-risk industrial innovation and give it a human face, cultural relevance, and authentic desirability for the very first time.