Founder-led brand launch • Identity-first • High ambiguity

The Moment

Less Oddinary was a new streetwear brand built around the idea of becoming less ordinary — not through status, but through awareness.

The risk was clarity too early.
The launch needed to feel mysterious, internal, and transformative, not promotional.

The Force

The brand’s inverted “D” logo forms an eye, a symbol of awakening.

We treated it as a literal energy source, a third-eye metaphor designed to alter perception before product.

The Launch Expression

The launch avoided explanation by design.

The film unfolds in a dark forest — lifeless, quiet, uneasy.
We follow a stream of energy as it moves through grass, trees, and space.

Wherever it passes, life returns.
Leaves grow. Color emerges. The environment shifts.

The energy leads us to a hut — inside, the logo is embedded, glowing.
The force converges. The scene transforms.

The film ends at dawn — lush, alive, irreversible.

Why this Mattered

This wasn’t about selling clothing.
It was about establishing belief.

The launch positioned Less Ordinary as a belief system first, allowing products to scale without diluting identity.

Every launch chooses what to reveal, and what to withhold.