Amid pickup soccer and World Cup taunts, the ritual of post-game fruit — prepared differently in every home — comes into focus alongside FRUITSTAND SS26.
From concept to execution.
I led a large group of creatives alongside FRUITSTAND’s in-house team, shaping the project’s strategy, directing the shoot, and editing through final cut.
From the kitchen to the field.
Diversity, community, and play are the DNA of both soccer and New York City, the home of clothing brand FRUITSTAND. Ahead of the 2026 World Cup, brand motifs of fruit are prepared in several traditional ways, powering the friendships and collection coming to life on the field.
Bringing people together.
Currently garnering over 450k views on Instagram, this campaign not only accomplished the brand goal of expanding and resonating with their local audience, but captured the attention of international audiences with a love for soccer and streetwear.