Less than five zero
Art direction
Visual identity design
Campaign development
Experiential design
Visual storytelling
A private industry event at The Standard, Hollywood became an opportunity to build a fully immersive campaign rooted in a specific cultural moment. The goal was to create a cohesive identity that felt both referential and immediate, capturing the tension between glamour and decay that defined a certain era of Los Angeles.
Drawing from Less Than Zero and its film adaptation, the campaign used the story as a conceptual springboard. That influence carried across every touchpoint, from event posters and postcards to collectible glassware and a short film, forming a unified visual language.
The aesthetic leaned into 80s visual culture, pairing bold, confrontational typography with stark imagery inspired by artists like Barbara Kruger and Divine, balancing themes of luxury and sophistication with an undercurrent of excess, vulnerability, and mortality.
The result was a tightly integrated campaign that blurred the line between promotion and experience, creating a cinematic, culturally resonant atmosphere anchored in a distinctive, and memorable POV.
NOTE VIDEO IS NSFW