For WAU Sunglasses, I led the creative direction across multiple campaign launches, including the bold We Are Unreal push and a complementary brand activation exploring WAU’s playful, disruptive identity.

We Are Unreal embraced a high-contrast visual language inspired by DIY print culture and underground graphics. Screen-print textures, halftone overlays, distressed ink effects, and gritty typography created a raw, tactile aesthetic. The goal was to feel loud, rebellious, and unapologetically expressive—mirroring WAU’s confident, independent spirit.

Running alongside it, the second campaign expanded the brand world with a slightly more polished but still energetic visual tone, pushing WAU’s attitude of everyday boldness. Together, the campaigns established a flexible visual system: vibrant color, punchy type, graphic textures, and strong portrait-led imagery that puts the sunglasses front and center.

The work was rolled out across key touchpoints including social media, hero web graphics, retouched lifestyle imagery, and campaign posters, creating a cohesive but expressive brand presence.

Both campaigns reflect WAU’s ethos: design that doesn’t whisper—it shouts. Aesthetic with edges. Values with volume.