Creativity, made functional

Overview Beyond Lost is our partner brand, built around creating apparel where functionality meets aesthetics. There’s always a little extra pressure when the client is, well… us. Will we actually do the idea justice? Will we finally get to push things exactly the way we’ve always wanted to, with no client-side limitations? More importantly, will we stop overthinking it long enough to actually finish the project? Thankfully, we did. Treatment The brief was to create a series of content pieces that embodied the collection’s title: “Unplugged.” For one set of products, we ventured into Sri Lanka’s outdoors, placing our characters against vivid yet isolated landscapes. The sense of scale and desolation became a visual interpretation of disconnecting - stepping away from the noise and finding yourself somewhere with just yourself. The other half took things indoors, exploring procrastination, creative paralysis and eventually breaking the cycle through carefully curated spaces and more controlled visual storytelling. Two very different worlds, tied together by the same idea of switching off to reset. A major standout from the project was the original music for the launch film, produced entirely in-house. Built specifically around the visuals, it gave us the freedom to shape the sound alongside the film and land exactly on the Beyond Lost tone and energy. Turns out being your own client has some advantages.