About the Project
The Objective
Our Approach
Creative Direction
007 is a creative campaign developed for the launch of a styling brand founded by Aj Walters.
Rooted in the belief that professional dress is an act of discipline and self-respect, the campaign reintroduces tailored menswear into HBCU culture, positioning refinement and presentation as both legacy and lifestyle.
The objective was to introduce 007 through a campaign that centered distinguished Black men while allowing the brand’s ethos to lead the narrative.
By pairing tailoring with cultural symbolism, the campaign aimed to restore visibility and relevance to professional style within contemporary campus culture.
Featuring the Alpha Nu Chapter of Kappa Alpha Psi Fraternity, Inc. at North Carolina A&T State University, we developed a campaign that balanced still imagery and film.
The collective presence of the chapter reinforced themes of discipline, unity, and excellence, allowing the garments to exist within a broader story of brotherhood.
Inspired by Black Dandyism, the visual language referenced the Harlem Renaissance and early twentieth-century portraiture, including archival aesthetics from the 1940s.
Set against the botanical gardens in Winston-Salem, the natural environment created a striking contrast that elevated the formality of the garments while grounding the campaign in timeless elegance.
The film, created, directed, and shot by Divine, centers on brotherhood as expressed through dress and movement.
Accompanied by a Malcolm X audio excerpt on the meaning of unity, the narrative positions the men as both individuals and collective, allowing the styling itself to remain the focal point of the story.
The film, created, directed, and shot by Divine, centers on brotherhood as expressed through dress and movement.
Accompanied by a Malcolm X audio excerpt on the meaning of unity, the narrative positions the men as both individuals and collective, allowing the styling itself to remain the focal point of the story.
Our Approach
Featuring the Alpha Nu Chapter of Kappa Alpha Psi Fraternity, Inc. at North Carolina A&T State University, we developed a campaign that balanced still imagery and film.
The collective presence of the chapter reinforced themes of discipline, unity, and excellence, allowing the garments to exist within a broader story of brotherhood.
Creative Direction
Inspired by Black Dandyism, the visual language referenced the Harlem Renaissance and early twentieth-century portraiture, including archival aesthetics from the 1940s.
Set against the botanical gardens in Winston-Salem, the natural environment created a striking contrast that elevated the formality of the garments while grounding the campaign in timeless elegance.
06
Results
Reflections
This campaign marked a pivotal shift in the trajectory of the studio. 007 represented our transition from single-discipline production into full-scale campaign development, solidifying our ability to execute larger creative visions rooted in strategy, storytelling, and cultural intention.
