Welcome back! This week Clayton discussed developing your own sense of taste while Oren discussed how to make tradeshows and conferences not be terrible.

In today’s HYPER, we unpack one of our focuses for 2025 — brand art direction.

A few thoughts

• Creative volume is more important than ever, from organic posting to testing for ads; integrating better concept ideation is crucial for brands to succeed, we want to be a key resource for you.

• In a world where the US may not have TikTok, Instagram’s focus on creativity, bias towards higher production value, and high rating of photo carousels mean that well art-directed content is critical.

• Having good products are not enough. New brands need lore and storytelling across mediums, and visual identity standards are leveling up.

Let’s get into it.

PS

If you’re here for the brand content database from last week, you can find it here!

How to rethink your art direction

There are a lot of brands that think one-dimensionally about their art direction.

They spend countless hours developing the product, only for the creative to fall flat when promoting it through a campaign.

Below, we’ll walk you through the process of art direction for your brand campaigns and how you can level up what you do, using New York-based Adsum as a case study.

Approaching an idea with authenticity

Let's dive into how Adsum x Gramicci just schooled us all on great creative direction.

Here's what made it hit different:

Authenticity first
The Adsum crew didn't just partner with Gramicci for clout - they had real history with the brand's offbeat outdoor energy.

When you're working from that genuine connection, everything else falls into place naturally. No forced energy.

Unexpected references
The inspiration was decidedly “off-algorithm” (a concept we’re seeing more and more). They pulled from movies like Elf and 60s Batman for visual inspiration. The results: forced perspective shots and that classic city-climbing look that feels immediately familiar.

Get your hands dirty
This shoot featured 12-foot custom set in Adsum’s Greenpoint studio. No fancy production houses needed. They brought in a leaf blower for those wind effects.

Sometimes the best solutions aren't about the budget - they're about getting scrappy and making it happen (pro tip: 1k on Facebook Marketplace and some creativity can go an awful long way).

Show the work
Too many brands miss this part: document the whole process. The set builds, the creative problem-solving, all of it. In 2025, the behind-the-scenes IS the scene.

People want to see how the magic happens.

If you’re looking for a formula for your shoots this year, this is a great one to start with.

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Leveling up your studio shoots

Equally as important as overall strategy, is thinking about how you can upgrade the common things in your brand cannon as well. Above, Oren dives into his Foreplay account to show examples white background studio shoots, and luxury content. Examples below!

Perspective shift from Pullletter mag

Advanced lighting and set design from Calvin Pausania

Oversized prop integration from Chantelle Paris

Hyper Reports

Check out our market reports. We spend many hours researching markets, categories, and brands & products within the consumer space so you don’t have to.

• The guide to making great Merchandise — HERE — a guide to finding and producing your own merch

• Reports on Running, Golf, and Tennis — HERE — a guide to each sport, the market opportunities, and how to launch your own brand

Inquiries? Shoot us a note here: [email protected]

We’d love to chat!

Oren & Clayton ❤️ you