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A central focus was ensuring the merch collection didn't read as a generic band product, but as an authentic extension of Jule X's artistic persona. What began as a standard merchandise shoot became a visual statement with a character all its own.
For the merch collection of Jule X, one of the defining voices of Switzerland's young music scene, we took charge of the photoshoot. Our goal was to translate his unmistakable persona, somewhere between party energy and street nostalgia, into a distinct visual language.
We developed the concept for the shoot and deliberately chose a gas station as the location, its raw, unpolished everyday aesthetic capturing the street nostalgia and unfiltered style of Jule X. From concept through on-site production to post-production, we owned the entire creative execution.
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From the shoot at the gas station came an image series that captures Jule X's raw, nostalgic energy. Our goal was to make that attitude felt in every single image.
