PSD × Jaxson Dart

For this project we created the synthetic creative direction and AI visualisation for Take It Outside, the multi-platform launch of PSD Underwear’s partnership with New York Giants quarterback Jaxson Dart. Moving through Money Moves, Corner Store, Off Grid and Night Out, the campaign connects football, the outdoors and Dart’s personal style.

We shaped the campaign as a stylised polygon world in which Dart takes on a sequence of “Side Quests”, collecting and unlocking PSD moments along the way. The game-like system gives the film and stills one connected visual language. Created in collaboration with New Limit Labs.