NPCS.
Always in control.
A streetwear campaign connecting visual identity, film, product photography, and hands-on brand experiences.
Concept and creative direction: Yara Hokan. Campaign advert filming and editing: Moaaz Abdulrahman.
From scrolling
to participating.
How can a fashion brand engage people whose attention is constantly moving? NPCS explores that question through a campaign built around individuality and active participation.
I developed the project concept, branding, campaign strategy, design, and supporting experiences. Research into fashion-content habits informed an approach combining immediate visual hooks with opportunities to explore the brand more deeply.
The result brings digital content and a physical exhibition together: a campaign film, product imagery, a lookbook, social designs, a virtual try-on, and a personality quiz.
A directed visual world.
Creative direction: Yara Hokan · Photography: Youssef Samir
One identity.
Multiple formats.
The product photography becomes the foundation for social assets and the lookbook, carrying NPCS’s visual language across campaign touchpoints.
Step into
the brand.
The exhibition translated the campaign into a space visitors could explore, with displayed garments, campaign visuals, a printed lookbook, and a shirt-design activity.
It was designed as a participatory brand experience, connecting the digital work with physical materials and personal interaction.
Try it. Explore it.
A Snapchat try-on and personality quiz give visitors another way to engage with NPCS.