A 360° campaign built on contradiction. For Kalie Shorr's My Type, we turned chaos into coherence through viral social activations, provocative out-of-home, and electrifying live performances. The campaign spanned key art, OOH placements, social content, merchandise, and stage design.

The creative direction mirrors Kalie's paradoxical world, where passion is raw, art is free, and life is a direct reflection of the self. We developed a visual system that borrows from the punk lineage of Raygun Magazine: irregular typography and disruptive graffiti vandalizing status symbols, romanticizing rebellion. In pursuit of nothing with passion for everything.