Sidequest was a streetwear brand built around one idea: the detours are the point. The main quest is overrated. They came to me for a launch campaign — promo film, social content, lookbook — everything a brand needs to exist in the world.
We kept it lo-fi on purpose. Real locations, no studio, product secondary to feeling. The shoot was less about showing clothes and more about selling a state of mind — the kind of energy where you skip the plan and see what happens instead.
Photographer: Pavle Letić