Project Focus
Creative Direction, Art Direction, Visual Design
TNT × CAPECAPE — Creative direction for a collab that turned a sports community into a uniform.
- Creative Direction
- Art Direction
- Visual Design
OVERVIEW
TNT is built around community in sport. CAPECAPE is built around streetwear and modern clothing. The collab asked a simple question: what do you wear when those two things belong together? The answer was a sweatset — a uniform that carries the feeling of cool streetwear while meaning something to the people who wear it.
APPROACH
We led the creative direction across the full collaboration — from the design of the clothing to the promotion around it. The brief was to make something that felt inevitable: like TNT and CAPECAPE had always been heading toward the same place.
Two brands, one clear direction
The risk with any collab is that it ends up looking like two things fighting for space. We set out to make something that could only exist as a joint effort — where TNT's community energy and CAPECAPE's aesthetic sensibility pushed each other in the right direction.
A uniform that earns its name
The sweatset was designed to work as a genuine uniform — something you could wear as part of the TNT community without feeling like you were just wearing branded merchandise. The streetwear influence gave it a life beyond the court or the track.
Promotion that looked as good as the product
A collab is only as strong as how it is introduced. The campaign was built to generate the right kind of attention — not loud, but precise. Shot and directed to reflect the energy of both brands without diluting either.
Shot to feel like the community it came from
The campaign imagery was led by the people in the TNT community — shot with the energy of something real, not staged. The CAPECAPE aesthetic kept it elevated without taking it away from where it belonged.
