Axel Arigato

Jun 2026

For the Daze & Silver social campaign, Axel Arigato crafts a compelling visual dialogue that balances surrealism with refined footwear aesthetics. By integrating the striking presence of a black and white magpie into its product imagery, the brand leans into a narrative of urban nature, where the sharp, reflective textures of metallic silver sneakers meet the organic plumage of the bird. Under the expert art direction of Ellen Egan, the project embraces editorial minimalism, utilizing a clean, neutral studio setting that allows the footwear to serve as both a functional object and a sculptural element. The execution seamlessly blends commercial product photography with lifestyle storytelling, enhanced by the subtle, polished styling of makeup artist Lucy Joan Pearson, whose work complements the bright, engaged expressions of the talent. The campaign expertly toggles between studio strobe lighting, which emphasizes the crisp geometry of the sneakers, and softer natural light that highlights the tactile contrast of velvet textures and intricate leather panels. By stacking silhouettes atop vintage-inspired upholstery or letting them exist in solitary focus, the campaign creates a cohesive, high-fashion atmosphere. This blend of editorial flair and deliberate product placement ensures that the Daze & Silver collection remains the central focus, resulting in a series that is as conceptually playful as it is commercially elevated.

Commercial, Editorial, Lifestyle

Natural light

Footwear, Fashion