not quite
basic.
Branding · Art direction · Content design · AI imagery
Concept brand · AI imagery and a motion narrative
Creative direction for the Sorta concept, character and palette definition, shot planning, selection of AI imagery and storytelling for Yiantsi communication.
sorta is an invented clothing and sneaker brand from Athens. Its world brings together black technical clothing, nocturnal scenes and one bright Volt detail. The concept was used in a story about an idea gaining a shared identity across creative applications.
The challenge
A clothing brand needs more than a logo on garments. It needs recognisable behaviour: where it appears, how it is lit and which detail connects one image to the next.
#0B0B0C#2A2B2E#F2F1EC#D4FF3AFew words.
A clear character.
“not quite basic.” accompanies a limited palette: Ink, Asphalt, Chalk and Volt. The bright detail connects the product with its world. Image direction shifted from brighter scenes to harder light and the city at night.
The city
enters the frame.
Flash against concrete, apartment facades and bodies in motion provide a setting for the clothes. Images were selected as parts of one story, sharing a tone while varying in intensity. These are directed AI images, not records of a physical photoshoot.
One detail
carries through.
A black sneaker with a green-yellow heel detail brings the palette into the product. The direction carries into communication imagery and the brand narrative. Interfaces within the related film are product illustrations, not recordings of a working shop journey or automatic content publication.
The decisions
One recognisable colour accent
Volt appears as a detail, allowing black and material texture to lead.
Shared direction, different shots
Setting, light and movement connect the campaign without identical compositions.
Distinguish imagery from functionality
The material tells the brand idea. It does not show manufactured products, a live shop or application testing.
Deliverables and status
- What was delivered
- A character, colour-system and image-series concept for clothing and a sneaker, with prepared motion storytelling material.
- What this means today
- sorta is a fictional brand, not a client or a commercial collection. Every scene shown here is AI-created. Neither the sneaker nor the collection has been manufactured, and no sales outcomes are claimed. Application storytelling in the film is an illustration, not a screen recording.