Newport Limited-time Packs
A collectible streetwear-inspired drop that turned a seasonal launch into a cultural moment.
overview
For Newport’s 2021 limited-time campaign, the brief was to elevate seasonal packs into something bigger, a fan-driven moment with streetwear credibility. The challenge: make it feel authentic and bold while navigating strict advertising regulations.
Concept & Execution
We took cues from underground fashion culture, drawing on raw, analogue textures and DIY design energy to give each pack its own distinct attitude.
VHS textures, distorted scans, and hand-made elements gave the visuals a tactile, nostalgic feel, grounding the campaign in authenticity rather than polish.
The creative approach transformed what could’ve been a limited-run release into a fan-first activation that looked and felt like something worth collecting.
OUTPUT
I led visual concept and design direction, collaborating with three fashion designers to create nine limited-edition packs inspired by streetwear and subculture.
The campaign extended across video, motion graphics, print, and digital, supported by designer features and fan competitions that celebrated the creative process behind each pack.
Conclusion
The campaign positioned Newport’s seasonal packs as genuine cultural artifacts, merging fashion and brand storytelling in a way that felt fresh and credible.
The packs sold out within minutes of release and continue to circulate online as collector’s items, proof that even within tight boundaries, bold design can drive real cultural impact.
