PUMP! Underwear

May 2025

Glitch is a high-contrast fashion campaign for PUMP! Underwear that pushes the brand’s athletic aesthetic through a lens of visual distortion. Photographer and director Christian Oita captures a series of portraits and dynamic poses, blending commercial polish with an edgy, editorial sensibility. The project relies on dramatic lighting and saturated color palettes, with some compositions featuring intentional VFX mirror effects that fragment the subjects within the frame. Working alongside hair stylist Tsuyoshi Tamai, the series utilizes varied studio settings—from neutral grey backdrops to moody, low-key lighting environments cast in deep reds and blues. The imagery highlights the apparel through crisp, clean studio framing, juxtaposed with avant-garde elements and textured styling to create a bold, energetic visual narrative.

Commercial, Vertical

Lingerie & Underwear

Advertising Campaign