Demon Footwear

Sep 2025

The LA Collaboration Campaign for Demon Footwear, led by creative director Matija Gabrilo, bridges the gap between utilitarian performance gear and modern design. The campaign encompasses a series of event-driven activations, including hiking expeditions and design workshops, documented through a mix of gritty, analogue-style outdoor photography and clean, minimalist studio product imagery. Drawing on an earthy palette of sage, amber, and lavender, the campaign leans into a technical aesthetic. The visual output features a blend of tactile knitwear and rugged outerwear, juxtaposed against the natural, mountainous terrain of the Hollywood Hills. Throughout the campaign, graphic design plays a central role, with posters utilizing modernist typography and archival, off-white paper textures to frame the collection's technical footwear and apparel.