ALT
Embedded Files
A conceptual art direction project for an urban-active brand, built around movement, self-expression and authenticity.
The visual identity explores the city as a playground, a space of freedom, rhythm and spontaneity, shaping a narrative where the streets, the lights and the body become the main characters.
narrative
ALT positions the city as a living backdrop that shapes attitude, motion, and identity. The visual direction bypasses staged athleticism to capture raw, spontaneous movement under urban night lights.
Urban Playground: Using architecture, shadows, and streetlights as a dynamic canvas.
Kinetic Motion: Low-angle shots, fast-shutter transitions, and intentional motion blur.
Authentic Styling: A high-contrast mix of technical performance gear and raw streetwear attitude.
tagline
Acelera, Libera, Trasciende
[A]celera — Initial Impulse. The energy that activates body and mind through momentum and speed.
[L]ibera — Self-Expression. Breaking physical and mental boundaries to unlock personal style.
[T]rasciende — Evolution. Going beyond athletic goals to inspire continuous self-growth.
The acronym ALT embodies three core attitudes, crafting a memorable three-verb imperative that anchors the brand’s identity in Spanish-speaking markets.
art & photography direction
A visual framework rooted in spontaneous motion, dark urban contrast, and unfiltered gestures. The art direction avoids traditional modeling, opting for real athletes in motion.
Visual Rules
Casting & Gestures
Real emotions, unposed movement, and diverse, expressive personalities.Lighting & Atmosphere
High-contrast directional streetlights, nighttime shadows, and vibrant neon accents.Camera Language
Low-angle perspectives to emphasize strength, paired with fast shutter speeds and intentional speed-blur.
Color Palette
Based on urban nighttime references. These tones evoke energy, contrast and bold presence under the city lights:
key visuals + rollout
The identity scales across multi-channel touchpoints—highlighting product focus on social media, high-impact typography for OOH displays, and fluid layouts across e-commerce platforms.
Google Sites
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