Jordanluca 'Underwear 2.0' 2024 Ad Campaign 2024

About

This ad campaign image for Jordanluca's Underwear 2.0 project was photographed by Paolo Colaiocco with art direction by Eric Brain. The shot features a shirtless man seen from behind, lying face-down on weathered concrete stairs. He wears unzipped and low-slung denim jeans revealing branded waistband underwear. The lighting is directional and moody, casting soft shadows across the concrete steps and highlighting the muscular definition of the subject's back. Casting was handled by Unit C, with modeling by Jamie Yates.