An India based fashion- and lifestyle brand, centered around the ideas of self-expression, diversity, empowerment and unconventional ways of living, thinking and acting. They collaborate with designers, musicians, bloggers and many other “Kultprits” of all kinds around the world, conquering the global fashion market. KULTPRIT, based on the english “culprit”, is a pun on words, acknowledging the fact that often people who are divergent in some way tend to be scapegoats for social and cultural problems. The goal is to give the word a different, more positive meaning, celebrating diversity.
When I was offered the opportunity to create KULTPRIT’s social media content images and videos, I was on board nearly instantly, because I absolutely adore their brand and the values they stand for. The brand targets an audience of young, unusual people from all walks of life. Consequentially their content needs to be quirky, rebellious, innovative and #neverordinary (the brand’s tagline), but also sophisticated and stylish.
My main assignment was to transform the team’s more complex ideas into a visual form, sometimes with a lot of room for interpretation, sometimes with very specific instructions. As the brand loves to mix things up and try lots of different styles and techniques there was no shortage to the variety of tasks I was assigned: Composition of simple to life-like collages, creating website- and social media banners, animation, combining still images with video backgrounds, photo-manipulation, illustration...