RUROC STREET DROP 2

Following on from the first Street campaign, two new designs were added to the line up in January 24’. This campaign wanted to develop on the ideas explored previously, whilst setting the lids against a new backdrop. Taking to the iconic streets of Downtown LA, film and photography was taken in areas such as the LA river; with its light cream concrete and bare steel bridges providing the perfect urban landscape.


Graphically, I utilised VHS and CRT textures in tandem with the photography and lockup design to build a visual language. I wanted to evolve from the 35mm film textures present in the last Street campaign as a way to differentiate the two and to communicate this was an advancement of the Street line.