Art Direction

IdeaA calm wearer in an escalating world

The world around the cap keeps escalating and the person wearing it stays unbothered. That tension is the whole campaign.

• An igloo an NSX just crashed through
• An arctic snowfield next to a frozen RX-7
• An airport tarmac, an AE86 strapped to a flatbed
• A highway overpass with an Evo IX blasting underneath
• A coal train at 2am
• A tire shop with an S15 on jack stands

MethodHow it was made

Generated in Gemini 3 with Nano Banana Pro. Hard on-camera flash for a paparazzi look; every car JDM, because that's where RaceArt lives. The cap is never shown the same way twice: backwards, pulled low, on a table, clipped to a vest, under a helmet.

Describe a grease smudge on a cheek and you get an image. Describe a mood and you get nothing.

So the prompts stuck to concrete physical details. The launch got a full image library and knew which directions land before booking real models, cars and locations.

Why AITest the look before the shoot

Product photography for the Outlaw Cap launch, made in Figma Weave to try directions before paying for models, cars and locations.

• ProductBlue background, the cap from several angles.
• LifestyleOn vintage car hoods, dashboards, skateboards, people in real alleys.

The prompts put the cap inside each scene and held RaceArt's teal palette, so every image reads as one campaign.

OutcomeA library to launch with

A complete image library for the launch, and a clear brief for the real shoot: I knew which contexts worked before spending on it.

ConceptWhat happens after the racing stops

An AI photo series about car culture between the action: crews at convenience stores, parking lots and empty streets.

Someone leaning on a yellow car outside a FamilyMart at 2am tells you more about the culture than any staged action shot.

MethodThe prompt framework

Each prompt, 100 to 120 words, pins down:

• Cameraa named camera model
• Placereal chains like 7-Eleven and FamilyMart
• Framing"stolen moment", "candid", to steer the AI away from posed photography

The RaceArt cap turns up the way it would in real life: worn, left on a hood, resting on a trunk. Never posed as product. The framework keeps producing new scenes with the same documentary feel.

Strategy

RaceArt is streetwear rooted in street racing culture.

Missionthe moment of total commitment at max speed, when only you and the road remain.

Voice

RaceArt does not explain itself to people who do not already understand.

Short declarative sentences. No exclamation points. Facts over feelings. Compliant and non-compliant copy side by side.

Visual identity

Logo rules, a palette built on the Robin Egg Blue to Green Yellow gradient, Big Noodle Titling for headlines, Futura Heavy for subheads.

Photography

Disposable camera grain, sodium vapor light, gas stations and parking lots, JDM cars, casual framing. No studios, no fashion poses and no staged product. Clothing in context, and not as the subject.

This brand book refuses to...

RaceArt is defined by what it will not be: polished, explanatory or desperate for approval.

MAST is a premium STEAM academy for ambitious families. I turned an initial brief into the full brand strategy.

Strategy

Positioning around "science-based development" and "hard fun". A messaging framework that keeps the premium position in approachable language, written against what parents actually worry about.

Creative direction

With a graphic designer: references, palette, photography guidelines built on hands-on learning moments, and the technical graphic elements that carry the STEAM focus.

House of Fuego is a sunset event series on Studio 9's terrace in Taipei: Latin culture and electronic music, every two months.

Brand

I founded it and built the brand from zero: name, concept, positioning, voice, marketing. A designer and I shaped the identity around Latin warmth and the sunset.

The event

Curated electronic programming, Latin food, live performances, signature cocktails. The first edition drew over 200 people.